The banking sector stands tall as the backbone of the global financial industry, with total assets reaching an impressive $182.9 trillion worldwide. In the Middle East, the United Arab Emirates takes the lead, boasting a thriving banking sector valued at over $813 billion—surpassing even Saudi Arabia. The UAE is rapidly positioning itself as a global financial powerhouse, a truly remarkable feat for a nation that issued its first local currency just 50 years ago. Bank of Singapore, formerly ING Asia Private Bank (acquired by OCBC in 2009), in the sector of Asia has entered Dubai's D/OOH advertising landscape for the first time as a new advertiser. According to Reuters, it has made six new appointments in Dubai to enhance its advisory and product solutions in the region, and that was last January, which makes this campaign an immediate action on the ground. BOS had chosen to initiate its awareness in Dubai with a very simple message using a simple red and white design, the bank promotes its global connectivity and private services with the bilingual message Your Direct Connection to Asia and the World. This aligns with their overall brand strategy, emphasized by the slogan Asia's Global Private Bank. The campaign targets Dubai's heavy commuter traffic on SZR, aiming to reach white-collar professionals with a message of broad strategic awareness, particularly those around the business bay area. Even though the campaign is moderately limited, it used one of the highly visible OOH formats which is hoarding as this display is known for reaching the target audience either they’re driving or walking by. It's worth mentioning that the Bank of Singapore has recently strengthened its Dubai team with six strategic appointments to enhance its advisory and product solutions in the Middle East.
