Social Development Bank

Khaled Althowaini, Director of Corporate Marketing
Dania Almanea, Marketing Planning and Creativity Analyst

TTP *Lead Agency

Moayad Aljandoul, Creative Director
Habib Alhaddad, Art Director
Khalid Algafary, Copywriter
Khaled Alsayari, Senior Account Manager
Faisal AlObrah, Head of Creative
Iyad Addawood, CEO
Haissam Elkays, Managing Director
Aladdin Abbas, Head of Strategy

Despite interest-free loans from The Social Development Bank, productive-families struggle due to consumer trust favoring big-brands with larger advertising budgets. To address this, we recreated famous Ramadan campaigns tailored for productive families. This dual approach aimed to spotlight the issue and generate empathy. By associating these families with iconic marketing-strategies, we aimed to balance the playing field and challenge big brands. The result was a significant 312% CTR-growth, indicating a shift in consumer perception and a newfound trust in hardworking families, driving a more inclusive and prosperous economic landscape.