Introduction: SABB is an Associated Company of the HSBC Group, one of the world’s largest banking and financial services organizations. SABB is a leading brand in the online banking sector in Saudi Arabia used to work with MSN Arabia on yearly deals. When launching a new Credit card, SABB went online to target their core audience of internet users (over 20) keen to do their banking online.
Objectives: •Launch the new Credit Card product to market •Inform existing customers of the new product via online ads •Acquire new Credit Card customers •Increase Registers of SABB Credit Cards
Campaign execution: MSN Arabia ran banner ads for SABB through MSN today box and Messenger half banner during the period of mid April 2006 till mid May 2006. The Campaign aiming 20+ years old and for both Male & Female, targeting Saudi Arabia only. Once clicked, the banners led to SABB Official website which introduces the new product launch (www.sabb.com).
Results: •Objectives set for driving traffic to the official SABB website and new card applications were exceeded •Targeted online advertising also provided an efficient way for SABB to build brand awareness amongst Saudi Arabia internet users •Successful targeting of Male & Female users aged between 20 + •1 Million Impression were achieved on Messenger half banner with 7,121 click and a click rate of 0.71% which exceeded the Saudi Arabia Industry standard during 1 month only •MSN today Box delivered 1 Million impression with 5,712 click and a click rate of 0.57% •SABB received a 3000 registered user from this campaign on MSN Arabia
Feedback: The client was satisfied especially from the registered users numbers received from MSN Arabia and decided to continue going on a yearly deal with MSN Arabia.
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