Khosa Bosa achieved a reach of 38% within Emirati locals. (IPSOS UAE Ramadan TV-survey 2013)

Enquiries for Islamic Banking products went up by 28% (ADCB internal research) and acquisition was up by a massive 69% (ADCB internal research) during this month when compared to previous years.

Khosa Bosa continues to inject humor and spread the knowledge of Islamic Banking of ADCB till date with various exposures on other TV stations, online platforms, along with in-flight entertainment videos and DVD sales.

Most importantly, we related to both the older and younger generations through innovative representations of cultural heritage; Long Live Ambition!

ADCB became native within the program as it spoke the same language, interacted with the characters, and engaged in authentic scenarios, all laced in Emirati humor!

We replicated the entire banking experience through 3D animation: Exterior and interior, bank employees, and the manner in which they greet new customers.

Throughout the season, ADCB was featured in 12 of 15 episodes with branding subtly weaved into strategic positions within the episodes: ATMs, billboards and other collateral were seamlessly woven into the storyline. But we didn’t stop there!

We identified the old, money-loving character Grandpa Aidha, and scripted a full episode that integrated banking into the storyline of Khosa Bosa; taking into account local Emirati insights, which brought together the old & new generations and their thinking regarding money matters. The moral of the story was linked directly back to the product and the benefits of banking the Islamic way.

Bank communications in the Middle East are very typically traditional, and rarely evoke emotion. Our task was to make it more appealing to our UAE audience. With the objective of highlighting Islamic Banking in the UAE, ADCB recognized Ramadan as a perfect opportunity to educate the market about its Islamic offerings.

Based on local Emirati insights and with the rise of animated series in the UAE, we identified ‘Khosa Bosa’, a 3D animated and culturally relevant comedy that revolves around the lives of a local Emirati family. The show is a product of a talented team of Emirati dreamers and creative, led by female writers. This further reaffirmed our choice of content, as it is in perfect alignment with our clients brand promise; Long Live Ambition!