Although Ajwaa is the highest rewarding credit card in the Saudi Arabia, because there is an annual fee for each of the Ajwaa cards, customers are always questioning the same since in the crowded credit card market, there are many free for life cards from large banks, who has big marketing budgets.

The primary challenge was to create a distinct and compelling value proposition for Ajwaa that customers buy into.

POSITIONING AJWAA AS EXCLUSIVE LIFESTYLE MEMBERSHIP PROGRAM, NOT JUST A CREDIT CARD

Consumers are used to credit cards being free for life. It is difficult to address this head on. The primary barrier that people would have to pay an annual fee for credit cards. We counter this by positioning Ajwaa as an exclusive lifestyle membership program with a whole lot of benefits and added value for your lifestyle. To participate, you need to get an annual membership by paying a membership fee.

The campaign creative idea was articulated as “XXXXX”, which positioned Ajwaa as an exclusive member only program that gives you access to unique lifestyle experiences and rewards. By getting membership of Ajwaa you become part of an inner circle of privileged partners who get to enjoy exclusive lifestyle rewards and benefits.

Ajwaa points can be redeemed against exciting rewards from amazing travel experiences and a wide variety of redemption options from travel bookings for the next vacation, flight booking, hotel booking and car rental, merchandise items such as electronics, home goods and fashion accessories or gift vouchers to retailers and restaurants.