1B SARSavings Requests Generated
★ AwardAthar 2024 Best Governmental
15+Hero Assets Produced
400M+Campaign Impressions
Figures: 1B SAR is the value of savings requests generated by the NDMC Government Sukuk “SAH” campaign (Fitameen Creative Communication), which won Gold for Best Governmental Campaign at the Athar Awards 2024.
Challenge
The National Debt Management Center (NDMC) needed to communicate the benefits of Sukuk instruments to the Saudi public—a sophisticated financial concept requiring explanation through accessible visual narrative. The challenge: make complex government financial instruments resonate with mass audiences while building trust and driving subscription requests.
The Problem
- Complex financial instrument difficult to communicate
- Need to reach mass audience (not just finance sector)
- Building trust in governmental financial products
- Measurable target: drive savings requests
- High-stakes governmental credibility at stake
The Solution
- Narrative-driven visual storytelling (benefits-focused)
- Stripped-down design emphasizing clarity
- Multi-channel campaign (broadcast, digital, print)
- Trust-building through official, professional aesthetic
- Clear call-to-action across all touchpoints
Project
NDMC Sukuk Initiative
Sector
National Debt Management Center
Pillar
Macro-Impact & Vision
Visual preview
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Creative Execution
Directed 15+ hero assets across broadcast, digital, and print channels. Each asset spoke to different audience segments while maintaining unified messaging around financial security and national investment.
Broadcast Campaign
TV commercials with emotional appeal and clear value proposition, driving awareness across major networks
Financial Clarity
Data visualization assets explaining Sukuk benefits, ROI, and security features in accessible terms
Digital Integration
Seamless campaign across social media, government websites, and digital displays with consistent messaging
Trust Building
Professional aesthetic reinforcing governmental credibility and financial security positioning
Results & Recognition
The campaign achieved exceptional results, demonstrating how sophisticated financial communication can resonate with mass audiences when executed with clarity and strategic visual direction.
1 Billion SAR Impact
Generated 1 billion SAR in savings requests—unprecedented response rate for financial instrument communication
Award Recognition
Won Athar Award 2024 for Best Governmental Campaign, validating strategic creative approach
Mass Reach
400M+ impressions across all channels, reaching diverse audience segments with tailored messaging
Measurable Success
Clear KPI achievement demonstrating direct ROI of strategic creative direction on financial outcomes
Strategic Insights
- Simplicity sells complexity: Breaking down sophisticated financial concepts into visual narrative increased accessibility and credibility
- Trust through aesthetics: Professional, minimal design positioning reinforced governmental authority and financial security
- Multi-channel consistency: Unified messaging across broadcast, digital, and print maximized reach without message dilution
- Storytelling over specs: Focus on benefits and outcomes (security, growth, national participation) outperformed technical financial details
- Performance validates strategy: 1B SAR response demonstrated direct correlation between strategic creative direction and business outcomes
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5 project frames are available.
Macro-Impact & Vision
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