Money remittance in the UAE was dominated by exchange houses and banks were perceived as expensive. RAKBANK wanted to disrupt this by launching a new money remittance app. However, getting people to change their habits wasn’t going to be easy. So we turned to someone who wouldn’t take no for an answer – Aunt Penny. She appeared everywhere, from online videos to digital banners with creative executions relevant to almost 200 unique moments. And with her dangerous stick, she did the job.
- App design
- On-ground experience