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2018 One Show - Responsive Environments

The Woman Behind The Veil

Agency FP7/RUH / Riyadh + FP7/MENA / Dubai

Client Al Rajhi Bank
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Annual ID

OS_RE18023M

About the Work

To promote Al Rajhi Bank’s first card that was built exclusively for women in Saudi Arabia, we created FIRST OUTDOOR CAMPAIGN IN SAUDI ARABIA WITH WOMEN ON IT, in a country where showing women on outdoor was unacceptable. We took a plain mirror, placed it on a MUPI, armed it with a camera, linked to an NFC device, and a Bluetooth beacon. MUPIs were installed across popular malls in Saudi Arabia. The beacon inside each MUPI sent notifications and invited all who were women to check who we had in mind for the card. And as they walked up, they saw themselves in our ad. They could get a picture taken, get it sent to their mobile and then, share it with their world. Each share became an ad for the bank. Using the beacon notification, a link allowed women to contact the bank directly and start the application process.