RAKBANK was announced the winner of the Gold Summit Creative Award (SCA) for its AMAL Launch Television campaign during the recent 2013 Summit International Award (SIA) held in the United States.

Online PR News – 03-July-2013 – Dubai – RAKBANK was announced the winner of the Gold Summit Creative Award (SCA) for its AMAL Launch Television campaign during the recent 2013 Summit International Award (SIA) held in the United States. RAKBANK’s campaign was chosen from 5000 submissions from around the globe, judged on strength of concept, quality of execution, and ability to persuade.

To promote the introduction of AMAL in early 2013, the Bank’s Islamic Banking division, RAKBANK launched an unprecedented campaign with its advertising agency, Promoseven 360, featuring animated eggs. Dressed in multicultural attire to reflect the UAE’s diverse expatriate and national community, the eggs symbolize the birth of new hope for residents, which is what AMAL aims to bring to the local Islamic Banking industry through the Bank’s innovative financial solutions, web-based solutions, and award-winning customer service.

“RAKBANK has cemented its distinct reputation in banking by choosing to steer clear of the solemn approach to marketing that has been traditionally adopted by most banks,” said Banali Malhotra, RAKBANK Head of Marketing. “Over the years, the Bank has successfully carved out a niche for itself in a crowded banking industry through a bold and lighthearted approach in its advertising and by demonstrating a true understanding of the customer.”

RAKBANK’s marketing strategy relies strongly on humor, striking visuals and unconventional messages to cut through the clutter. Using bold messages, the ads aim to be provocative, cheeky, entertaining and relevant to the current issues that matter to the customer. For these reasons, RAKBANK’s advertising is no stranger to recognition. In 2012, RAKBANK won the Best Marketing Campaign of the Year at the Middle East Prepaid Awards 2012 for the MasterCard Bling campaign, which succeeded in delivering results in both uptake and return on investment.

The SCA has been celebrating creative work by small and mid-size firms from more than 50 countries for the past 19 years. It offers participants the opportunity to showcase their talents alongside similarly positioned agencies, and to have their work judged by experts in the advertising field. This advertising award is widely recognized for its prestige worldwide and serves as the industry benchmark of excellence. In addition to the SCA, the SIA organization conducts two other competitions annually including the Summit Marketing Effectiveness Award (MEA) and the Summit Emerging Media Award (EMA).

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RAKBANK, also known as the National Bank of Ras Al-Khaimah, is a leading retail and small to medium business bank in the UAE, serving over 700,000 customers. Founded in 1976, the Bank is one of the country’s oldest local financial institutions and today one of its fastest growing and most dynamic banks.

RAKBANK offers a wide range of personal and business banking services, as well as Islamic Banking solutions via RAKBANK AMAL, throughout its 33 branches, and its Telephone, Online, and Mobile banking channels. A prominent player in small to medium enterprise finance and a leading provider of credit cards, the Bank received the title of ‘Bank of the Year’ in 2012 by Arabian Business Achievement Awards.

RAKBANK earned a reputation for extending one of the highest levels of customer service in the local industry by topping the annual Service Quality Bank Benchmarking Study, conducted by independent service specialists Ethos Consultancy, from 2005 to 2010.

For more information, please visit www.rakbank.ae or contact the Call Centre on +9714 213 0000. Alternatively, you can connect with RAKBANK via twitter.com/rakbanklive and facebook.com/rakbank.

For media queries, kindly contact Lamis Daoud on +9714 291 5064 or via lamis.daoud@rakbank.ae.