JEDDAH, 27 February 2005 — The National Commercial Bank (NCB) has launched the second stage of its crowning campaign for its new identity.
Saud Sabban, assistant general manager of NCB, said that the campaign aims to bring the bank’s message links under one concept which is “One nation, one family, one bank” in order to build and strengthen the bank’s image as a Saudi bank which understands the needs of its clients and shares their values.
He added that NCB’s identity campaign is based on five messages, each reflecting fundamental values of the bank.
Regarding the content of the messages, he said that the first embodies a sense of belonging to one’s country which is the Kingdom. The second message reflects the future and the third the spirit of one united family. Holding on to Islamic values is the essence of the fourth message. The fifth message involves the unified tradition that the bank represents.
Sabban stated that the campaign aims to define the new identity of the bank and its national assimilation. It will be implemented through condensed, prime time television commercials on the most prominent domestic, Arab and international channels. This will be preceded by colored advertisements in all major newspapers and magazines for a week.
Sabban said the media message scenario is composed of two characters, one of whom represents the bank’s clients and the other a bank employee in a moment of connection in which their hands join forming an arch which symbolizes the main mark of NCB’s logo. The main message for the identity is launched behind this scene with the inscription “We are one.”
The bank launched its new slogan in March 2004 with a mission statement:”An eye on values, and an eye on the future.” The bank’s logo symbolizes the trusted relationship which connects the clients of the bank with the bank staff, in which the arch in the insignia signifies the unity between the clients and the staff to form one foundation that reflects one nation, working together for one goal which is building a better and more prosperous future.
Meanwhile, the NCB recently launched the largest electronic service network represented in the complete Al-Ahli Money Changer which is being prepared for the first time in the Middle East and the African Continent by launching 70 complete money changer machines. This was confirmed by Rayis Salem bin Mahfouz, head, alternative distribution channel at NCB. He said that by the end of 2005, the number of machines will increase to 150.
These machines facilitate fast, round-the-clock electronic cash deposits without having to visit the branch.
Bin Mahfouz stated that the fast electronic service includes payment of utility bills of the Saudi Telecom Company and Saudi Electric Company.
He listed telephone banking and Al-Ahli online facility among other services which the bank offers to its customers who number over a million.
