International Bank of Qatar proved to be one of the fastest growing banks in Qatar for 2006; tripling the number of its branches and doubling the number of staff IBQ has started, this year, with the launch of its new corporate branding campaign the International Bank of You. Based on a unique philosophy and strategy which distinguishes IBQ from its competitors, the new IBQ corporate campaign stems from the bank's firm commitment to relationship banking.
At the heart of IBQ's strategy is the building of genuine long-lasting relationships with customers, partners, investors and employees, and this was the drive and inspiration behind the new corporate campaign. IBQ has recognised that successful relationships rest on a foundation of customer knowledge: recognising each customer as an individual with different needs and goals. The new campaign promises customers a banking experience where each individual's needs and aspirations are attended to according to their uniqueness. And that the customer – the YOU element of the campaign - shapes their relationship and experience with IBQ.
Commenting on the bank's strategy and the new corporate campaign, Michael H. Williams, General Manager of IBQ, said, "Our corporate brand has at its core our ambitions and vision which clearly identifies us within the market. We strive to generate long-term growth for all our stakeholders through the power and strength of our relationships. The International Bank of You Campaign illustrates this commitment, whereby the YOU element of the campaign relates to all of our stakeholders."
The concept behind the advertising campaign was created by Bristol Gulf, a Doha advertising and public relations agency. “We visually translated the concept by extending IBQ's relationship commitment to its customers, by making ‘the person’ or the customer part of the brand,” explained Bristol Gulf Vice President Beth MacGillivray. “The campaign focuses on the person, surrounded by images that depict their interests, family, goals in life and passions.” MacGillivray continued.
Using three different characters Hassan, Serene and James to represent 'the person' or the 'You' element of the campaign, the customer becomes the focal point, illustrating the essence of the IBQ brand.
The corporate campaign, which will be released to the public on February 11th, 2007, will be launched visually through several media channels, as well as used to adorn public transportation to induce brand awareness. IBQ's new corporate campaign is a commitment that people (customers) are the focal point of the IBQ brand as it promises a unique and personalized banking experience.
