Saudi Arabia is very fiscally conservative, and messaging from banks focuses on the careful relationship between the person and his money. The banks are very cautious about who they loan to; earlier this year, our work for HSBC (known locally as SABB) targeted reliable prospects with stable jobs.
Saudis who are on the brink of a new life—recent graduates, new parents, first-time homebuyers—tend to be anxious about how they will secure the funding to fulfill their dreams. A new bank, Al-Inma, is making a revolutionary and risky move, going against the grain by promising loans to the strivers. Its hope-filled message is based around the unique Arabic word “Tafa’al,” which encourages people to be optimistic. Al-Inma is positioning itself as the bank that helps all borrowers achieve their goals, even in hard times, a message that’s been very successful in gaining awareness for the bank.