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Using cultural insights to drive creative breakthroughs.
Challenge: With most banks in Kuwait implementing Apple Pay simultaneously, the market was cluttered and noisy. NBK’s launch had to stand out to drive consumer uptake and increase transactions post-launch. The challenge was to differentiate NBK, drawing on its special connection to Kuwaiti culture, as Kuwait’s first bank.
Solution: We researched payment behaviors within Kuwaiti culture and uncovered an important cultural norm: there’s always a need to demonstrate generosity at gatherings, to be the person who pays before anyone else. And the most common phrase when one pays is “I got it”. We used this insight as inspiration to create a campaign film and messaging that the audience would relate, playing on the need to be the generous hero, showing Apple Pay’s ease of use and making it all relatable with the hero’s closing message of “I got it”.
Results: In less than a week, NBK’s customer transactions through Apple Pay reached the millions, far exceeding NBK’s objectives. BPG’s launch campaign for Apple Pay in Kuwait not only garnered over 2 million online views in a few weeks, it received special recognition from Apple and NBK for delivering over and above client KPIs.
- Context
- Advertising
- Banking
- Kuwait
