Emirates Islamic

INSIGHT

Emirates Islamic, a leading Islamic bank in the UAE, sought to raise its profile at the inaugural Global Islamic Economic Summit held in Dubai in October 2015. It was one of three principal sponsors and needed to differentiate itself from other Islamic banks.

THE IDEA
We proposed the creation of the first consumer banking index in the UAE to gain insights into the attitude towards and appetite for Shari’a compliant banking and to gauge customer interest in Emirates Islamic products. This would set the bank apart at the Summit and help it build thought leadership in the industry.

Independent research company YouGov was commissioned to conduct a survey of about 900 UAE residents. The findings formed the foundation of a white paper, that resulted in the Index, serving as rich content to drive coverage, interest and brand-awareness of Emirates Islamic.

IMPACT

Emirates Islamic earned peer acclaim for its path-breaking initiative. The index is now being planned to be an annual benchmark and to be extended to other GCC nations. Emirates Islamic secured distinctive coverage despite the primary media interest in the deliberations of the Summit.