Abu Dhabi Islamic Bank (ADIB) is making a strong visual return to the streets of Dubai with its new out-of-Home campaign. With its reputation for being committed to contemporary Islamic banking and technology, ADIB is once more asserting its position within the UAE's financial landscape and promoting its Ghina Savings Account. The campaign is the follow-up to their previous significant OOH appearance earlier this year, keeping up the brand's approach of appearing in the public sphere with purposeful accuracy. At first glance, the campaign is aiming for simplicity and calm with the ad copy “Enjoy an expected profit rate of up to 5% with Ghina Account and win AED 1 million or one of 45 cash prizes. The advertising copy is written to appeal both emotionally and logically, promising both financial gains as well as the possibility of a life-changing win. The centerpiece, a gleaming 3D blue 5% set in a neat circular frame, dominates the visual field and anchors the communication, instantly drawing the attention of passersby. Clean fonts, bilingualism, and the highlighting of mobile app usage make the message simple: smart banking means reward without hassle. It sounds like it's dependable, state-of-the-art, and mature, suggesting that this is a bank that's not trying to hype, just to serve. The brand message is further accentuated through a geographic placement. Strategically hoisted on unipoles and hoardings across high-traffic areas of Dubai, from Sheikh Zayed Road to Media City, where professionals and daily commuters congregate in droves, the exposure is smart and efficient. It is not trying to see every eye; it sees the right ones. And by placing itself in key corporate and commercial arteries, ADIB positions its image with forward momentum. The choice of unipoles works in ADIB’s favor here. The sheer scale amplifies the otherwise-simple message, and the extended horizontal format of hoardings allows all key information to sit comfortably without crowding. The ad hit Dubai’s hoardings and uni-poles in the fourth week of July.
