The document outlines an advertising campaign for Ahli United Bank (AUB) to create awareness of AUB as a regional banking group. It has a presence in Bahrain, Kuwait, Qatar, Oman, Egypt, Iraq and the UK through various subsidiary banks. The campaign aims to educate people in the region that AUB offers both global experience as a large multi-national bank combined with local knowledge and services tailored to each country. The target audience is retail and corporate banking customers. The campaign will include print, television, and local/regional media executions portraying AUB's strong local presence across countries while being part of an international banking network.

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AHLI UNITED BANK

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Marketing Objectives
To educate people that AUB is multi-national regional bank – people in the region
are not aware that AUB has presence in Bahrain, Kuwait, Qatar, Oman, Egypt,
Iraq and UK.
AUB is a regional retail bank. It understands and responds to the needs of the
people in the region.
Customers benefit from the strength of a large multi-national bank that has very
deep roots in the region.
AUB is available to meet its customers’ needs from more than one location
Create wide awareness of the AUB brand.

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Advertising Objectives
Create awareness of the AUB group in the region
AUB Group entities are local banks even though they belong to this regional
group (Bahrain – AUB, Qatar – Ahli Bank, Kuwait – BKME, Oman – Ahli Bank,
and Egypt – Ahli United Bank (Egypt). The products and services offered by
these banks are suited to the customers’ requirements in their countries.
The customers benefit from dealing with a bank that is part of a strong, stable
regional network

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Advertising campaign message
(what we want the audience to get from the commercial)
:
AUB is a regional banking group with a strong local presence in each of the 5
countries (Iraq need not be mentioned; UK services regional clients)
Visually cue the Group’s presence in these countries
AUB is a strong and stable network able to provide the best banking products
and services to customers in each of the 5 countries

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Target audience
Primary – Retail banking customers. Male and female. Mainly nationals in all
countries. Monthly Income: BD 300 and above. Education: Basic level of
education and upwards, Strong Arab cultural values
Secondary – Corporate banking clients
Tertiary – Other banks and financial institutions.
Media
- Local & regional press and TV

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CURRENT BRANCHES
AUB
Ahli United Bank: Egypt, Oman, Bahrain, UK
Ahli Bank: Qatar,
BKME: Kuwait
Commercial Bank of Iraq: Iraq
Future Bank: Iran

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STRATEGY
AUB is an international bank with local experience.
It can talk your local language
...‫ية‬ّ ‫محل‬ ‫معرفة‬ ‫ية‬ّ ‫عالم‬ ‫خبرة‬
GLOBAL EXPERIENCE…LOCAL KNOW-HOW

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EXECUTIONS:
A. CORPORATE:
1. The global local bank RELIABILITY
B. SERVICES:
2. Retail Banking PROSPERITY
3. Credit Cards CONVENIENCE
4. Loans GROWTH
5. Private Banking VIP TREATMENT

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PRINT EXECUTION : CORPORATE
‫اللهام‬
‫والشركات‬ ‫الفراد‬ ‫تلهم‬ُ ‫النور‬ ‫من‬ ‫طاقة‬.
‫عالمية‬ ‫شبكة‬
...‫ية‬ّ ‫محل‬ ‫معرفة‬ ‫ية‬ّ ‫عالم‬ ‫خبرة‬

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PRINT EXECUTION : CORPORATE / Back translation
INSPIRATION
A SOURCE OF LIGHT TO INSPIRE INDIVIDUALS AND COMPANIES.
INTERNATIONAL NETWORK.
GLOBAL EXPERIENCE… LOCAL KNOW-HOW.

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PRINT EXECUTION : BANKING SERVICES
‫المان‬
‫وتمنحك‬ ‫مدخراتك‬ ‫نمي‬ّ ‫ت‬ ‫وتوفير‬ ‫جارية‬ ‫حسابات‬
‫.المان‬
‫ية‬ّ ‫المصرف‬ ‫الخدمات‬
...‫ية‬ّ ‫محل‬ ‫معرفة‬ ‫ية‬ّ ‫عالم‬ ‫خبرة‬

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PRINT EXECUTION : BANKING SERVICES / Back translation
SECURITY
CURRENT AND SAVINGS ACCOUNTS
HELP YOUR SAVINGS GROW AND GIVE YOU A FEELING OF SECURITY.
BANKING SERVICES.
GLOBAL EXPERIENCE… LOCAL KNOW-HOW.

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PRINT EXECUTION : CREDIT CARDS
‫الفاق‬
‫ية‬ّ ‫عالم‬ ‫بمواصفات‬ ‫ية‬ّ ‫ائتمان‬ ‫بطاقات‬
‫احتياجاتك‬ ‫لتسهيل‬ ‫البواب‬ ‫تفتح‬.
‫ائتمان‬ ‫بطاقات‬
...‫ية‬ّ ‫محل‬ ‫معرفة‬ ‫ية‬ّ ‫عالم‬ ‫خبرة‬

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PRINT EXECUTION : CREDIT CARDS / Back translation
HORIZONS
CREDIT CARDS WITH GLOBAL SPECIFICATIONS
OPEN DOORS TO FACILITATE YOUR NEEDS.
CREDIT CARDS.
GLOBAL EXPERIENCE… LOCAL KNOW-HOW.

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PRINT EXECUTION : LOANS
‫الرعاية‬
‫ددة‬ّ ‫المتع‬ ‫احتياجاتك‬ ‫تناسب‬ ‫يسرة‬ّ ‫م‬ ‫قروض‬
‫للنمو‬ ‫لعاتك‬ّ ‫.وتط‬
‫قروض‬
...‫ية‬ّ ‫محل‬ ‫معرفة‬ ‫ية‬ّ ‫عالم‬ ‫خبرة‬

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PRINT EXECUTION : LOANS / Back translation
CARE.
LOANS MADE EASY TO SUIT YOUR MULTIPLE NEEDS
AND YOUR ASPIRATIONS OF GROWTH.
LOANS
GLOBAL EXPERIENCE… LOCAL KNOW-HOW.

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PRINT EXECUTION : PRIVATE BANKING
‫ية‬ّ ‫الخصوص‬
‫المستثمرين‬ ‫لكبار‬ ‫خاصة‬ ‫وخدمة‬ ‫استشارات‬.
‫خاصة‬ ‫استثمارات‬
...‫ية‬ّ ‫محل‬ ‫معرفة‬ ‫ية‬ّ ‫عالم‬ ‫خبرة‬

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PRINT EXECUTION : PRIVATE BANKING / back translation
PRIVACY
SPECIAL CONSULTANCY AND SERVICES TO MAJOR INVESTORS
SPECIAL INVESTORS (VIP BANKING)
GLOBAL EXPERIENCE… LOCAL KNOW-HOW.

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TELEVISION EXECUTION: 30 sec
Please see separate PDF presentation.

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THANK YOU