Complex Made Simple

BPG | bates ”Be First” campaign re-launches First Gulf Bank as FGB

BPG | bates, the advertising, events & activation and design agency, has created a compelling new brand and cultural platform for its long standing banking client First Gulf Bank as it re-launches the brand as FGB.

Called ‘Be first’ and brought to life with a 360 degree advertising campaign using TV, Cinema, OOH, Press and Digital, the ‘Be first ‘ platform draws heavily on FGB’S winning spirit that drives success. The platform works on the core premise that FGB’s culture not only puts the customer first but enables the customer to achieve their own goals and succeed in their professional and personal lives.

Furthermore ‘Be first’ works across all internal aspects of the bank and provides FGB with a platform for internal engagement across the bank’s global network in line with its framework of values.

Commenting on the campaign FGB Chief Executive Officer Andre Sayegh said: “Be First is a new communications platform that will also support operational and cultural initiatives across the bank as being First is at the core of our character”.

The campaign was created by BPG | bates Associate Creative Director Sarah Pollard with Creative Diretcor Bipin Jacob doing the copywriting, and it features different facets of FGBs business and indicates how they can help FGB customers from Individuals to major Corporates to ”Be First”.

Nick Clements, CEO of BPG | bates said: “In conceiving the ‘Be First’ campaign for FGB we want to make is a real statement of intent that works not only to position the bank as first for its customers but also as a rallying cry for the bank’s own people.

“We believe that this campaign is a Big Idea for an ambitious brand and that it can and will work for FGB across sectors, across borders and across time.”

The Print campaign was shot by Zimbabwean photographer Hywell Waters on location in the UAE where he is based, and depicts a series of ‘winning’ scenarios which will run in national, international and specialist press.

The TVC, which uses a series of sporting vignettes to show FGB’s spirit of winning, was directed by top French Director Henri Bassil and was shot at a series of locations in Dubai and Abu Dhabi with an international crew and a cast of top athletes in their disciplines.

Tim Burnell, Head of Corporate Affairs, Brand and Marketing at FGB, said: ” We have worked really closely with BPG | bates throughout this development and we feel very optimistic that this strong platform successfully implements our new brand and then nourishes it over time.

“The ATL campaign is a great way to launch the refreshed brand and is being closely followed by comprehensive BTL and Digital communications and consistent application across all touch points”.

BPG | bates General Manager Sanket Jatar added: “The re-launch was a huge project for both FGB and ourselves and we are thrilled to have been able to bring this new campaign to life through so many channels.”

The media campaign was planned and bought by sister agency BPG | Maxus, and sees the FGB taking prime locations in print and outdoor in Abu Dhabi and Dubai with radio, TV and cinema all featuring in a comprehensive multi – media schedule.

For further information, please contact:
Sanket Jatar
BPG | bates
Tel: 00 9714 295 3456
[email protected]