MUSCAT, 09 September 2013 – al Mazyona, the Sultanate's flagship savings scheme from Bank Muscat, has won the best advertising campaign of the year award by Asian Banking & Finance. The 2013 award ceremony held in Singapore honoured the very best of the region's banks and financial institutions.
The awards acknowledged the 'best-of-the-best' practices in Asia's banking and finance industry, identifying new technologies, services and people contributing to significantly enhancing the banking and finance sector in Asia.
Said Al Badai, DGM – Branches, said: “Bank Muscat is proud to win this award in recognition of al Mazyona's significant contributions to inculcating a savings culture in Oman. As the leading bank, Bank Muscat aims to deliver reliable, dynamic and innovative banking services to the largest banking family in Oman. Over 2 decades, al Mazyona, reckoned the savings scheme of the nation, has made dreams of innumerable customers come true. The bank attaches great importance to inculcating prudent savings and spending habits and has tailored al Mazyona scheme with this objective in mind."
Aliya Al Balushi, Head – Corporate Communications, said: “Over the years, Bank Muscat has grown beyond a banking brand to become the leading community brand. Through value-added products and services, Bank Muscat is focused on bringing about a positive change in the lives of different segments of society. al Mazyona is associated with its commitment to the development of Omani citizens and society. The emotional chord emanating from the brand has helped al Mazyona to evolve over the years in tandem with specific customer requirements."
The theme of the winning advertising campaign portrayed al Mazyona as a heritage brand which enjoys the trust of customers and has made dreams come true for thousands of winners. The campaign featured heritage symbols of Oman with a collage of customers in the background.
In order to position al Mazyona as 'my scheme' and make each customer believe that al Mazyona is their own scheme, the ad campaign was tailor-made for different customer segments. The intention was to make each customer segment feel special by offering prizes exclusively for them. Hence, separate ad campaign was developed for segments like salaried employees, customers residing in the interior region, children segment, ladies segment, youth segment and the HNW segment. Notwithstanding the fact that al Mazyona scheme offers the biggest prize amount in Oman, the common thread which linked all the ad campaigns was the tag line that everyone had a better chance to win with al Mazyona scheme.
A campaign innovation was the use of the electronic medium of SMS marketing wherein customers got periodic personalised messages indicating the number of chances depending on the changes in customer's balances and also social media campaigns promoting the savings culture. Key milestones by al Mazyona include being the first savings scheme to be certified by external auditors as also the first to offer loyalty bonus chances linked to the savings scheme wherein customer's chances to win the prizes get multiplied by the number of years they have maintained relationship with the bank.
Winning this prestigious award once again corroborates the fact that al Mazyona is not just a savings campaign, but a larger than life brand which continues to engage all customers across the Sultanate.
The corporate philosophy of Bank Muscat is underpinned by the rich Omani culture and traditions and the bank prides itself in its deep understanding of customer needs, offering financial guidance at all levels. With the widest reach in serving customers and the largest network of 138 branches in the Sultanate, Bank Muscat exceeds customer expectations at all levels.