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How content marketing agency Switch helps one of the UAE's leading banks communicate more effectively with staff, stakeholders and customers. English version.
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Case Study
Abu DhAbi CommerCiAl bAnk
Client: Abu DhAbi CommerCiAl bAnk
Communication Tool: exCellenCy mAgAzine
Frequency: QuArTerly
objectives: WeAlTh mAnAgemenT SAleS /
member loyAlTy
Target Audience: b > C
Communication Tool: FoCuS mAgAzine
Frequency: QuArTerly
objectives: mASS AFFluenT SAleS / exTernAl
loyAlTy / ACQuiSiTion / engAgemenT
Target Audience: b > C
Communication Tool: ChAnnel neWSpAper
Frequency: QuArTerly
objectives: inTernAl CommuniCATionS / engAgemenT
Target Audience: inTernAl
Intelligence
talktoswitch.com ~ 01 ~
Abu Dhabi Commercial Bank pride themselves on staying
ahead of the curve.
Overview
Excellency magazine has a special place in our hearts. It was our first magazine, and remains one of our flagship quarterly titles.
The story begins in 2005, when Abu Dhabi Commercial Bank (ADCB) decided to embark on the most aggressive sales and marketing strategy of any Gulf bank in living memory. Its new CEO, Eirvin Knox, empowered what had traditionally been an afterthought in regional banking – its sales and marketing team – to create a vibrant, powerful, and instantly recognisable re-brand that not only shook up the bank, but became part of a much broader drive for new business.
Switch has been working with ADCB ever since then to drive that new business by creating content that extends the bank’s brand story across different audience segments – from the very top of the tree to the very simplest account holder or new employee. Our ability to create a coherent voice for an otherwise faceless institution, understanding and distilling often highly complex relationships and concepts into clear written prose – and then translating it into beautiful Arabic – has become our forte.
talktoswitch.com ~ 02 ~
Reaching a new generation.
The Challenge
ADCB recognised that the older generation of wealthy Emirati account holders were not being properly serviced, and that the new generation of younger Emiratis and wealthy foreign residents were not being attracted to the bank at all.
Enter the Excellency Wealth Management programme, launched as a comprehensive wealth management proposition. The bank tasked Switch with creating a product, Excellency magazine, that brought these offerings to life in a subtle manner, but one that had to be intensely culturally sensitive.
This mattered because the bulk of ADCB’s audience were conservative men in their 60s, 70s and 80s. But at the same time, these men had sons and daughters – an emergent new generation of wealthy young Emiratis who were, perhaps, more worldly-wise. We needed to create something that tweaked their interest in modern financial management too, but also something that indulged their desire to spend the fruits of their fathers’ labours.
talktoswitch.com ~ 03 ~
Introducing a world of luxury.
The Solution
Switch created a luxury quarterly magazine, Excellency, that weaved the bank’s Ultra High Net Worth products and services into a mix of in-depth articles on Middle Eastern and international art, culture, couture, travel and motoring – all of which appeal directly to both groups. We developed a ‘by hand’ distribution model with the bank’s relationship management team, further reinforcing the link between the title and the services it subtly sold.
talktoswitch.com ~ 04 ~
A voyage of exclusivity.
The Result
The magazine has been a success with Excellency customers from the word ‘go’. It has helped add hundreds of clients to the Excellency programme, and has been a key tool with which ADCB has managed change. In 2010, the bank used a series of articles in Excellency to help manage the customer-transition following its purchase of Royal Bank of Scotland’s regional UHNW ‘book’, adding another 5,000 clients to the Excellency programme almost overnight.
Indeed the magazine represents solidity, continuity, style and substance for both those that receive it, and those that use it to sell, assisting the bank in its four year winning streak as ‘Best Retail Bank in the UAE’ at the annual Asian Banker awards as well as a series of further awards for ‘Best Bank’ at the Banker Middle East Industry Awards.
talktoswitch.com ~ 05 ~
The butterfly effect.
The Law of Intended Consequences
Such was the success of Excellency magazine that in late 2009 ADCB’s marketing and business development teams suggested that Switch might wish to broaden out the publishing model to fit other demographics for the bank.
Focus magazine was the result. Aimed squarely at the ‘Mass Affluent Segment’ – defined as those earning approximately $8,000 a month or more; both current customers and prospects – the new title was scripted to be a much more aggressive sales and acquisition platform cast out to a large and culturally diverse clientele.
talktoswitch.com ~ 07 ~
Relationships are built on trust and understanding.
The Solution
Launched in early 2010, Focus took a different approach to most print communications of its time. Instead of marketing bank products, it worked on what customers could do through their relationship with the bank. From travel (booked through ADCB’s travel scheme, naturally), motoring (a mid-range car loan is available straight away), fashion (with loyalty scheme partners happy to help) to education (for savings plans, just dial this number), the content drew the audience into a fully supportive financial world where anything, with the right resources and bank relationships in place, was possible.
talktoswitch.com ~ 08 ~
A publication full of opportunities.
The Result
n 30,000 copies of the free-to-customer Focus have flooded ADCB’s 50-plus branches across the United Arab Emirates each quarter, often ‘selling out’ in a matter of days
n ADCB reports a major uplift in relevant lifestyle loan and investment sales
n Such was the success of the printed edition, Focus’ content has been made available to an even wider audience though an online version hosted on the bank’s website since 2012
n In December 2012, Focus was integral to ADCB’s winning poll position in the KW Digital Webranking survey as ‘the top listed company in UAE’ for ‘Success in Digital Investor Relations’. A second award recognised ADCB’s ‘commitment to digital investor relations and advanced corporate online communications at a regional level’, ranking it first in the Middle East from a list of 138 of the most prominent listed companies in the Middle East and North Africa
n The successful migration of Focus to the online environment proved a case in point for Switch. We have since built in cross-platform appeal to most of our publications
talktoswitch.com ~ 09 ~
A happy workplace.
switch.ae ~ 10 ~
Inside, Outside
In 2011, ADCB turned its attention to internal communications. Given Switch’s experience in community building through contracts with large government entities in the region, we suggested we take their current, low-impact staff booklet and turn it into a printed internal newspaper, aimed directly at the more than 5,000 ADCB staff across the Emirates.
The Solution
The paper provided space for everything from explanations of complex new bank strategies to what an employee does in their spare time. This helped strengthen the feeling of community within the bank, making employees better informed and better engaged with its core values.
talktoswitch.com ~ 10 ~
Full throttle.
talktoswitch.com ~ 11 ~
The Result
ADCB has a single, living, breathing content marketing strategy that covers each one of its audiences. From UHNW individuals it seeks to maintain and develop the account of, to the young people serving customers and protecting the bank as security guards, ADCB has a channel of communication that is directly relevant to them. As bank communications evolve, Switch is helping it shift these channels into digital.
Gold standard.
Helpful, innovative and full of new ideas, Switch offers consistently good service through their team of outstanding writers, editors and designers. Having worked closely with the company for seven years, I am amazed by the depth and breadth of their expertise from producing high-end luxury publications to cutting-edge digital solutions. I highly doubt there is a better content publisher in the Middle East.
Prameela NairHead - Marketing Services
Marketing Services DepartmentAbu Dhabi Commercial Bank
Testimonial
talktoswitch.com ~ 13 ~
In Numbers
8 year partnerShip3 publiCationS
Super luxury Mass market internal
ultra luxury, high net worth print magazine
uS$1 Million average reader
net worth
Mass affluent digital magazine
internal newspaper
10,000 readerShip
+ = uS$10,000,000,000 net worth of readership
Always talking about you.
If you want your customers in Asia
and the Middle East to talk about you,
you need to talk to us.
talktoswitch.com
Switch Limited
1103A, Business Central TowersDubai Media City
PO Box 24173Dubai, UAE
Office: +971 4435 5711Mobile: +971 55711 8499Email: [email protected]
Switch Communications
48b Amoy StreetSingapore, 069874
Office: +65 6438 1998Mobile: +65 9005 4753
Email: [email protected]
Switch Limited
Al Fardan Office TowerOffice 950, 9th Floor
Al Funduq 61PO Box 31316Doha, Qatar
Direct: +974 4410 1719Mobile: +974 7786 3136
Email: [email protected]