Abu Dhabi Commercial Bank had slipped to the number three market position in the hyper competitive United Arab Emirates banking category. Once known as a bank that supported and understood the people of the region, its purpose and awareness had eroded during the tough economic downturn.
With competitors focused on a monetary message, ADCB reclaimed the high ground by boldly stating that money is meaningless without ambition. Solve created the biggest re-brand campaign in the bank’s history. “Money Can’t Buy Ambition” captures the ambitious spirit of the diverse people of the UAE and connects the brand’s products and services to the nation’s ambition.
Top-of-mind brand awareness jumped 53%, catapulting brand from #3 to #1 market position. Key brand metric of “primary banking relationship” grew to 21%, #1 rank among all competitive financial institutions. The brand also saw significant growth across other key brand attribute metrics such as “supports my financial ambitions” and “understands what motivates me.“