Challenge
ANB want to introduce the youth account to appeal to the younger generation by launching the new account targeting the Youth. The problem is that ANB is perceived more of pensioner's bank.
ANB want to introduce the youth account to appeal to the younger generation by launching the new account targeting the Youth. The problem is that ANB is perceived more of pensioner's bank.
This will create the right opportunity to bring in new blood to the bank and change the perception and improve the brand image.
Market
KSA
KSA
gen zers are tech savvy, pragmatic, financially- minded, entrepreneurial, identity nomads, determined to win, independent, and they want to be heard. So if you’re from this generation, it’s all about you, all the bits and pieces that make you unique.
At anb, we hear you, so we created an account just for U.
At anb, we hear you, so we created an account just for U.
GEN Z = GEN U
We started by uplifting the brand:
before | after
Communication
Since this generation is all about U, our platform would be Gen U, where we will celebrate the uniqueness of this generation through our rollout.
we will start first by introducing the uplifted brand:
And after that we will communicate to the different personas in this generation
Investment - entrepreneurial
partners in U account loyalty program - tech savvy
money transfer - financially-minded
Film
Our film is bold and expressive, showing the different people in the Gen Z speaking up, being confident, asking for what they want and achieving their dreams.
a videomatic that showcases the concept serving as a reference
Credits:
Associate Creative Director: Tonie Tannous
Senior Graphic Designer: Nancy Al Azzi
Senior Graphic Designer: Hicham Al Hajj
Video Editor: Amin Khalil
Copywriter: Ahmed Aldossary
Account Director: Christine Hillal
Associate Creative Director: Tonie Tannous
Senior Graphic Designer: Nancy Al Azzi
Senior Graphic Designer: Hicham Al Hajj
Video Editor: Amin Khalil
Copywriter: Ahmed Aldossary
Account Director: Christine Hillal