National Bank of Ras Al Khaimah (Rak Bank) said it has won Gold Summit Creative Award (SCA), at a ceremony held recently in the US, for its Amal Launch Television campaign.

Rak Bank’s campaign was chosen from 5000 submissions worldwide, judged on strength of concept, quality of execution, and ability to persuade.

Amal, the bank’s Islamic Banking division was introduced earlier this year, Rak Bank had launched a campaign with its advertising agency, Promoseven 360, to promote the Amal division featuring animated eggs, said a statement from the bank.

Dressed in multicultural attire to reflect the UAE’s diverse expatriate and national community, the eggs symbolise the birth of new hope for residents, which is what AMAL aims to bring to the local Islamic Banking industry through the bank’s services, it said.

“Rak Bank has cemented its distinct reputation in banking by choosing to steer clear of the solemn approach to marketing that has been traditionally adopted by most banks,” said Banali Malhotr, the head of marketing.

“Over the years, the bank has successfully carved out a niche for itself in a crowded banking industry through a bold and light hearted approach in its advertising and by demonstrating a true understanding of the customer,” he stated.

Rak Bank’s marketing strategy relies strongly on humour, visuals and bold messages , that aim to be provocative, cheeky, entertaining and relevant to the current issues that matter to the customer, he added. – TradeArabia News Service