Mashreq Bank: Journey to happiness

Asih Wulansari, Bilal Soomro

Mashreq, the bank, transitioned away from its traditional lead-generation customer acquisition model with an always-on digital campaign in the UAE.

Campaign details

Brand: Mashreq BankBrand owner: Mashreq BankLead agencies: PHD Media, UAEContributing agencies: TBWA, ArtusMarket: United Arab EmiratesIndustries: BanksMedia channels: Online display, Programmatic display, Search marketing, Social media, Websites & micrositesBudget: 1 - 3 million

Executive summary

Mashreq – one of the UAE's best-performing banks for over five decades, was always striving to deliver best-in-class digital experiences, engage with its customers, and give them the best customer experience.

In mid-2019, Mashreq underwent a major transformation that completely changed the way a consumer opens an account....

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