Gulf Bank "Rocky Balboa is back!"

Red, a savings account from Gulf Bank, is for university students. A challenger brand promising to fulfill aspirations, whatever they be. the challenge was to get gloser to the youth using positive attitude movies like Rocky Balboa, and create an interaction between the brand and potential users. Rocky bop bags were placed in cinemas and malls to highlight Rocky's (and Red's) never-say-die attitude. No matter how hard you try, you just can't keep him down. During the same period, over 2,500 sales leads were gathered, with a 35% conversion rate. And the movie was sold out.

Agency: Impact & Echo BBDO, Kuwait.

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