DIB resonates strongly with series of solidarity campaigns instead of silence

DIB has revealed a series of campaigns linked to the unforeseen, geopolitical situation that the country and the region witnessed, while showing solidarity with the nation and its leaders, and highlighting how it stood tall with UAE leadership, the nation’s brave frontline warriors and the people across the country at large.

At a time when many brands chose silence and pulled back from media presence, DIB took the lead and intentionally rolled out its series of campaigns. The first leg of the campaign began soon after the geopolitical situation began in the region; and one that relates to Frontline Heroes is still ongoing.

The campaigns were rolled out across out-of-home bridge banners on Sheikh Zayed Road; videos in elevators of office buildings; more than 500 LED televisions across all 54 of its branches in the UAE; ATM banners across more than 530 ATMs in the UAE; digital banners across owned online and mobile channels; as well as carefully curated WhatsApp and email marketing messages to its customers in the UAE.

At a time of uncertainty, the brand chose to proactively inform all customers that their bank of choice was standing strong, in support of the nation, and to the public at large.

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A post shared by DIB (@dib.ae)

DIB communicated its message that it is a bank that pride’s itself on being a socially responsible financial institution, giving equal, if not more, importance to issues that impact and matter to country as a whole.

The series of concerted campaigns were managed by several agencies and production houses. The main television commercials (TVCs) and video content were developed by upcoming Emirati Director Aisha AlZaabi and her production house PressPlay. The creative and digital aspects of the campaigns were developed by Blueapple Advertising. The strategic planning and media buying was managed by Wavemaker and WPP Media MENA.

The brand also partnered with Saoud AlKaabi, UAE National, TV Presenter and prominent Influencer – with the intent to increase the reach of its message amongst UAE Nationals all across the UAE.

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A post shared by Saoud Alkaabi | سعود الكعبي (@saoudalkaabi)

The success of the campaigns were measured across reach and engagement across social media channels.

A notable outcome was the views that the Eid video received, which happened to the highest in more than two years for the brand on Instagram.

The video for Frontliners also received massive engagement with prominent media channels also covering it on their social handles.

The campaign is ongoing and is expected to continue as long as the country continues to defend itself, it’s citizens and residents. The message from DIB as simple: it stands together with the UAE, as one.