Arab Bank – Fitness Campaign

Memac Ogilvy

Capitalizing on the spirit of Ramadan, Arab Bank launched a campaign promoting its ”Arabi Fitness” program, which rewards users for steps taken. Through research, the agency discovered that Jordanians maintain simple routines during Ramadan, presenting an opportunity to integrate fitness seamlessly. <br /><br />The campaign ingeniously utilized the colloquial phrase ”قاعدة,” meaning ”sitting,” to highlight how even mundane tasks contribute to physical activity. Engaging visuals and relatable messaging across social media platforms emphasized that every step counts, literally doubling rewards during Ramadan. <br /><br />The campaign resonated deeply with Jordanians, leading to an impressive surge in app downloads and over 5 billion steps recorded. This success demonstrates the power of culturally relevant messaging in promoting healthy lifestyles during a significant cultural period.