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RAKBANK Flies High and Gets Buzzing
Bank’s latest adverts are first to explore ‘Stop Motion’ technique in UAE
RAKBANK has come up with yet another original advertising campaign, this time bringing a new technique to the UAE advertising scene. Working with one of the most experienced animators and production houses in Manchester in the UK, the Bank has created a series of three commercials utilizing a technique known as ‘Stop Motion’ that makes a stationary object appear to move on its own.
The 360 degree campaign, shown across various media vehicles including print, radio, bus-shelters and online, focuses on promoting RAKBANK’s competitive products and the attractive benefits that accompany them, as well as its award-winning customers service. The characters used in the different campaigns – a caterpillar that flies high, a bee that gets buzzing and a rabbit that is on the go – are all made from clay and are given a larger-than-life presence through a process called ‘Claymation.’
“RAKBANK is constantly working towards breaking barriers and creating innovative advertising campaigns that avoid the mundane and break away from the cluttered media,” said Banali Malhotra, RAKBANK Head of Marketing. “By using Stop Motion and Claymation, the Bank has created a successful campaign that is original, light-hearted, and straightforward, mirroring the Bank’s general marketing approach.”
As part of its online initiative, RAKBANK has launched a new microsite to host the campaign and its TVCs. Embedded within www.rakbank.ae, the microsite brings to life the animated ‘stars’ of the television commercials not only by showcasing the TVCs, but by featuring the characters in a series of fun online games to entertain users while promoting the Bank’s products.
“The microsite is a great addition to the RAKBANK website as it provides a platform for customer engagement and entertainment,” said Graham Honeybill, RAKBANK General Manager. “The Bank is keen on expanding its online customer engagement and riding the wave of new media, especially following the Bank’s success in online banking and its presence on Twitter.”
With an active presence on Twitter and YouTube, RAKBANK continues to boost its activities on social media, this time by allowing users to share the entertaining games and TVC’s from the microsite across their personal Facebook and Twitter pages. The microsite also offers mobile ring tones from the campaign for download, as well as easy-to-use application forms for its respective products.
RAKBANK collaborated with Promoseven 360 and Chapman Entertainment for the creation of the campaign.
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About RAKBANK
RAKBANK, also known as the National Bank of Ras Al-Khaimah, is a leading retail bank in the UAE, serving over 400,000 customers. Founded in 1976, the Bank is one of the country’s oldest local financial institutions and today one of its fastest growing, most dynamic banks and a major player in the personal banking and small business sectors in the UAE.
The Bank offers a wide range of personal banking services through its 28 branches and telephone and online banking channels. It is a leading provider of credit cards and a prominent player in mortgage finance and small to medium enterprise finance.
Customer service excellence is a cornerstone of the Bank’s success, with the bank having been voted in 2010 for five years running as #1 Bank in Customer Service in the UAE Annual Bank Benchmarking Study. For more information, you can visit www.rakbank.ae or contact the Call Centre at +9714 213 0000. You can also follow the Bank on Twitter @RAKBANKlive and @RAKBANKhelp.
