Delineo
CAMPAIGN: UBL RAMADAN
DELIVERABLES: CONTENT
In anticipation of Ramadan, UBL needed refreshed messaging and creative for their annual Ramadan campaign. During Ramadan, a gift of money is regularly sent to family members across the globe. With UBL being one of the main providers of remittance services used during this period, they were keen to remind customers of the personal and community benefits of transferring money from the UK to Pakistan with UBL.
Having created previous Ramadan campaigns for UBL, we sought to understand how we could best integrate this message with UBL’s current social channel use.
Key to the process was ensuring that UBL’s messaging would be attention grabbing while still maintaining the compassionate message of their charitable donations. This meant understanding why money is sent to families during Ramadan as well as why donations to the Edhi Foundation would resonate with their audience.
Delineo produced a set of digital creative assets that successfully conveyed the message of the season while retaining the UBL look and feel that customers associate with the brand. These were pushed out via social and GDN before and during the Ramadan period to help UBL retain their status as a reliable name in transferring money to family.
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