Challenge: National Bonds is a private joint stock shareholding company in Dubai aiming to help its customers achieve financial security through disciplined and regular saving. In a market characterized by hyper-consumption, it needed to increase the visibility of its products to Emirati and Gulf Cooperation Council residents.

Approach: APCO advised National Bonds to focus on highlighting the risks inherent in a culture of low savings; differentiate its UAE Savings Index by focusing on the low income market; provide accessible financial education and savings products; and leverage media and stakeholder relationships to create a dialogue.

Results: National Bonds received an unprecedented amount of print, broadcast and social media coverage, and was featured in most of the major Arabic and English print publications across the region. Savings products enquiries and the number of savers increased at National Bonds from the year prior to the campaign.

Results At A Glance: 

  • Generated news coverage in UAE, KSA, Qatar, Bahrain, Kuwait, Oman, Jordan and Egypt
  • Secured lengthy features and interviews on CNBC Arabia, Sky News Arabia and Dubai One/Emirates News
  • Increased enquiries about savings products
  • Grew the number of savings accounts at National Bonds