CLIENT
Mashreq Bank
Asih Wulansari, VP Marketing
Benazir Poonawala, SVP Marketing
Ajay Balan Kuniyil, AVP, Digital Marketing Manager
Newton Anthony Rebello, AVP, Product Marketing Manager
Sanjay Sharma, AVP, Product Marketing
Mohit Salviya, Manager, Digital Marketing
Soupa Soundararajan, Manager, Digital Marketing
SUMMARY
The campaign's effectiveness was exhibited through Mashreq's ability to achieve 30% growth in account openings within a month whilst the economy was recovering from a global pandemic. Mashreq pivoted its acquisition journey towards a fully digitized one which contributed to a regional first within the industry for being the only conventional bank to execute this transformation. The campaign featured best-in-class technology that precisely targeted customers looking for an instant, highly rewarding and hassle-free experience from home via a highly data-driven framework and was designed to maximize effectiveness/reduce acquisition costs.