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10 Million Views & Counting: Gulf Bank's "Timeless Proverbs" Campaign is a Resounding Ramadan Success

Achieving extensive community engagement for the second year in a row

  • Najla Aleisa: This year's campaign was the most influential Ramadan campaign implemented by the Bank
  • To complement their latest campaign’s success, Gulf Bank is launching the interactive game "Amthal" (“Proverbs”) within two weeks

Kuwait, 22 May 2022: Launched by Gulf Bank at the beginning of this year, Gulf Bank’s Ramadan campaign, “Amthal Tadoom” ("Timeless Proverbs”) has continued to gather millions of views and wide interaction from the local community. Gulf Bank had launched the Ramadan campaign during the holy month as an extension of its slogan "Always With You."

Gulf Bank’s Deputy General Manager of Consumer Banking, Najla Aleisa, revealed that the Bank’s Ramadan campaign, "Amthal Tadoom" (“Timeless Proverbs”), garnered more than 10 million views through social media and local TV channels, in addition to 1 million comments and social interactions.

She stated: "Building on last year’s Ramadan campaign success, we were motivated to move forward with a new season this year, capturing the special atmosphere that only the holy month can inspire. Due to the great engagement we witnessed from the general public on this year’s campaign, we decided to launch our interactive ‘Amthal’ game within two weeks.”

Aleisa stated that this year’s Ramadan campaign received lots of public interest, with Gulf Bank increasing public engagement through a series of puzzles inspired by Kuwaiti proverbs. Each episode included a puzzle that could only be solved by assembling words from different scenes; to solve the puzzle and win a prize, viewers connected the clue words and solved for the Kuwaiti proverb. In keeping with its commitment to being the most rewarding bank for customers in Kuwait, Gulf Bank rewarded winners with valuable prizes.

She added: “The blessed month of Ramadan always brings back childhood memories, and that is why we preferred to film our campaign in the form of competitions that brought back nostalgic memories of the past, including ‘Fawazeer Ramadan.’ Sultan Al-Faraj, the beloved local star and comedian, was chosen to be the star of Gulf Bank's campaign, playing more than 36 different characters over the course of the six-puzzle competition.”

She continued: “The month of Ramadan is the biggest season for television advertisements in the Arab world, and it represents a wonderful opportunity to spread joy and entertain local communities. Furthermore, the month is a great opportunity for Gulf Bank to highlight its Kuwaiti identity, having been an integral part of Kuwait’s community over the past 60 years. Gulf Bank is so much more than the most rewarding bank in the country — for many of us, it is also the closest one to our culture.”

She stated that the holy month ignites enthusiasm and competitions annually between marketers and advertisers across various sectors, companies, and major banks, inspiring stakeholders to come up with unique marketing campaigns that will impress wide audiences. Aleisa emphasized that achieving this goal typically requires effort and creativity, as audiences have become more perceptive of Ramadan campaigns with every passing season, and have come to look forward to innovative and unique advertising campaigns. Gone are the days in which audiences would settle for a witty advertisement or an attractive song, notes Aleisa, adding that “the key to excellence is very simple: proper communication and engagement, with an element of entertainment."

Gulf Bank’s vision is to be the leading Kuwaiti Bank of the Future. The Bank is constantly engaging and empowering its employees as part of an inclusive and diversified workplace in recognition of every employee’s role in delivering customer excellence and serving the community at large. With its extensive network of branches and innovative digital services, Gulf Bank is able to give its customers the choice of how and where to conduct their banking transactions, all while ensuring a simple and seamless banking experience.

Gulf Bank is committed to maintaining a robust sustainability program at the community, economic, and environmental levels through sustainability initiatives that are strategically selected to benefit both the country and the Bank. Gulf Bank supports Kuwait Vision 2035 “New Kuwait” and works with various parties to achieve it.

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