BBK · Bahrain

Al Hayrat — making saving something to celebrate

Banking & Finance

A roadside billboard advertising BBK's Al Hayrat prize fund of BD 2,500,000

~10%Growth increase in customer base

3Prize rhythms — weekly, monthly and quarterly

360°Outdoor, radio and social, integrated

The challenge

Promote a culture of saving in a market where savings products rarely earn attention — and turn BBK's Al Hayrat account into a reason to join the bank, not just a place to park money.

The approach

An integrated multi-channel platform across outdoor, radio and social media built around weekly, monthly and quarterly prizes — with winners celebrated publicly to keep the excitement (and the saving habit) compounding month after month.