Mashreq’s new corporate campaign reinforces customer centricity

March 5, 2014 11:48 am

UAE’s leading financial institution, Mashreq has taken the responsibility to uplift customer satisfaction in the Banking industry. The Bank continues to reinforce its brand power by officially taking over four decades of banking excellence to the next level and launching a major campaign publicly pledging to embody the very spirit of the UAE and make the seemingly impossible become possible for its customers.

The Bank, which can trace its roots back to when the UAE was officially formed, has long been known as one of the most innovative and leading brands in the UAE.

His Excellency AbdulAziz Al Ghurair, CEO of Mashreq officially launched the Bank’s new corporate campaign ‘We Make Possible’ which demonstrates that the customer is more than ever, the main focus of Mashreq. The campaign slogan, “We Make Possible”, reinforces the message that Mashreq provides its customers with everyday financial solutions. The campaign highlights the notion of serenity, an essential value for customer, illustrated by the idea of quality time and sharing precious moments of life with family and loved ones.

The launch comes shortly after the introduction of Sheikh Mohammed bin Rashid’s innovative initiative ‘star rating system’ to deliver world standards service for customers across Government offices in the UAE. Sheikh Mohammed on many occasions expressed his powerful vision to achieve the highest standards of customer satisfaction.

H.E. AbdulAziz Al Ghurair, CEO of Mashreq, said: “The answer lies in our deep understanding of what our customers want, what they need, and what they dream of. This knowledge has guided us to deliver to him, at every touch point, a superior service experience. Our brand manifesto is designed to underline our values of always remaining bold, progressive, transparent and fair – and above all, always remain focused on our customers. We want to turn the impossible into possible for our customers.”

A core part of Mashreq’s new brand campaign involves removing all red-tape and bureaucracy, and is committed to making application processes for its products as simple and time-efficient as possible. Everything the Bank does from today onwards will combine its award-winning products, innovative approach and customer service standards with the new brand manifesto which underlines Mashreq’s core values and customer promises.

Al Ghurair continued, “Our staff share the Bank’s new way of thinking and are themselves currently making the seemingly impossible become possible in their group challenges. As a bank, we are all committed to treating our customers as partners and taking them on a journey where we will do all we can to make the impossible, possible.”

The campaign follows rigorous in-house testing from Mashreq’s staff. They are working in groups to make the seemingly impossible become possible, by committing themselves to succeed in various challenges including CSR, Customer Service, Innovation and Fitness initiatives. The Bank has set aside huge cash prizes for the winning staff group.

The new campaign will be delivered starting this week with a series of high-profile television and press advertising, designed to showcase why it is increasingly becoming the bank of choice across the Middle East for Arabs and expatriates alike, using its personal, corporate and private banking services.


Huda Ismail
Public Relations
Tel: +971 4 6083629

Nssrin Khalil
Public Relations
Tel: +971 4 6083836