What If?
Role
Creative Direction • Art Direction • Graphic Design • Animation • Video Production • Copywriting • Marketing Strategy
Type of Work
Campaign • Product Uplift
Smartwealth launched their uplifted identity with a brand awareness campaign that describes the service and its benefits in a comprehensive and visually appealing manner.
Brand Awareness Video
The showpiece of the campaign was an animated video that utilised a minimalist approach to amplify the simplicity of the service. The art direction aimed to give the video a timeless attribute that can represent the brand throughout the ages.
The complete system of the new identity was incorporated into the animation. This included the logo, tone of voice, illustration style and principles of motion. The video was published organically and advertised across several digital channels.
Geometry
Basic geometric shapes form the foundation of Smartwealth's illustration aesthetic. The circle in particular was applied in succession throughout the animation to ensure smooth transitions between key frames and maintain a harmonious flow for the eye from one composition to the next.
Both the script and animation were executed with a holistic mindset which allowed the segmentation of key points into forty pieces of content.
Content
The marketing material was centred around three main categories: Product, Informative and Awareness. Content was made bilingual (Arabic + English), adapted into several sizes and tailored to the appropriate platforms.
Furthermore, sound effects, music, voice overs and subtitles were included to enhance engagement, viewership and click through rates (CTR).
YouTube
Animated Bumpers - 16:9 Ratio
Facebook & Instagram
Bumpers / Animated Content / Stories - 1:1 / 4:5 / 9:16 Ratios
Animated Content - 16:9 Ratio
Google Display Network (GDN)
GIF - 728x90px / 300x250px
Background
"What If?" was Smartwealth's first digital campaign under the updated identity with the ultimate goal of raising awareness about the brand.
A client centric approach was taken that was specifically planned for the general public. The service was explicitly communicated and avoided financial jargon.
Strategy Overview
It was of utmost importance to maximize the visibility and overall online presence of the Smartwealth brand. For this reason the campaign was active on four online platforms, Google Display Network and shared internally within the bank's organization.
Different demographics within Kuwaiti society were targeted based on age, industry and interests. This allowed the service to reach existing, potential and look-a-like customers.
The marketing strategy aimed to attain account registrations and inflows, while the media strategy focused on strengthening the brand by effectively communicating the service.
CTA's redirected users to thr website, App/Play store page, SM platforms or to an account opening page depending on the content and timeline of the campaign. This resulted in higher Click-Through rates and eventually an increase in conversions.
Content was posted on SW's own platforms as well as those of the Nation Bank of Kuwait to garner brand equity amongst a larger audience, raise awareness and to convert existing NBK customers.
In addition, Relationship Mangers at the National Bank of Kuwait would actively promote the SW service and directly share content with their clients who are usually high-net-worth or ultra-high-net-worth individuals.
Company & Title
Company: NBK Capital
Title: Senior Officer - Marketing and Creative Design
Credits
Karim A. Sallman • Creative Direction, Art Direction, Concept Development, Motion Ideation, Graphic Design, Animation, Video Production, Copwriting, Marketing Strategy
Yousef Al-Sayed • Analytics & Media
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This website includes work created by Karim A. Sallman for clientele based in the MENA region that were contracted by multinational advertising agencies. The published projects are for portfolio purposes only and are not intended for any form of personal monetary capitalisation. This website aims to exhibit Karim A. Sallman's professional capabilities and skill sets.
All aspects of work including corporate identity, animation, video production, graphic design, creative direction, art direction, copywriting and marketing were solely designed and executed by Karim A. Sallman unless stated otherwise in the Credits section found in the Project Info. segment placed in the footer of each project page.
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