NBF Uses Digital Screens to Announce Its Interest Rate on Fixed Term Deposits
National Bank of Fujairah (NBF) has released a new OOH ad campaign throughout Dubai, highlighting its fixed deposit product through the placement of its ads on large digital roadside displays.
The key messaging for the new campaign revolves around offering annual interest of up to 4.6% on fixed deposits and uses large digital billboards in Arabic and English. Following their previous OOH ad, the creative keeps it simple by focusing on the key number – 4.6%, making sure that the message is clear enough so that motorists see it and understand the offer.
In terms of the visual presentation of the advertisement, NBF has decided to go for its classic blue branding colors and a simple layout with a large 4.6% prominently featured on the billboards. Apart from the focus on the key number, the creative has been supplemented by mentioning flexible deposit periods of six to twelve months, thus, providing some more details to back the main messaging. Another notable aspect is the use of bilingual communication on the billboards, which reflects the multicultural nature of Dubai's population.
The usage of bilingual message delivery shows how this campaign takes into account Dubai’s multicultural nature, as it enables the campaign to effectively reach out to the Arabic-speaking residents as well as the foreigners living there. This strategy is especially pertinent in regards to products offered in the UAE banking market, which target a diverse population of professionals and investors.
From an out-of-home point of view, the campaign highlights how effective it is to keep financial advertising campaigns simple. While many advertising campaigns focus on detailed explanations of their product lines, NBF emphasizes just one message in its campaign and ties it to great brand visibility.
As a result, NBF has created a campaign that conveys its main idea within seconds. The rivalry between the different banks’ desire to get customers for deposits is growing. NBF’s new out-of-home campaign illustrates why out-of-home ads are an efficient medium for advertising banking products.
NBF’s campaign landed in Dubai in the second week of May on digital screens.
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