Campaign details
Brand: RAKBANKAgency: RAKBANKRegion: EMEA
Strategy
Objective
There are over 220K FC Barcelona fans in the UAE. To bring these die-hard Barça fans closer to the club, RAKBANK launched the FC Barcelona Credit Card.
Most credit cards in the UAE market are about rational benefits – cashback, points, discounts, offer etc.
Unlike other credit cards, this card was more than a card. It was about emotion– It was about celebrating the passion and the pride of Barca fans.
A conventional lower funnel performance campaign promoting card benefits won't connect with the fans. We needed...