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United Bank Limited, one of the leading banks in Pakistan invests in utilising their retail branch windows for targeted and effective customer communication

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United Bank Limited (UBL), headquartered in Karachi, was established in 1959, and has grown to become one of the biggest banks in the country with a well known brand identity. With over 1300 retail banking branches, over 550 ATMs and miles of available window space ideal for dramatic communication with, both, existing and potential customer base, the bank’s research and outdoor media team began to see a fresh, cost-effective promotional opportunity.

UBL started to work with 3M, already supplying materials for their main exterior illuminated signage fascia, to check if it would be possible and practical to communicate tactically using the branch windows.

A number of product launches and re-launches required communication – from the new WIZ pre-paid debit cards to savings accounts for children.

The 3M team, with much experience of working on such challenges in the financial sector, both, locally and across the world, helped the Network Planning & Outdoor Media team at UBL to choose appropriate graphic materials to implement various tactical promotional objectives and test and trial them for different reasons.

Firstly, the quality of the materials from the perspective of adhesion to the glass, print resolution quality, resistance to weathering and time to install and remove. Secondly, to validate the consumer reaction to the branding exercises.

Following some small changes to the programme, UBL decided to proceed with 3M and specified two different solutions for the window promotions; the first was to be a ‘one way vision’ effect graphic onto the main glazed entry door using 3M™ Scotchcal™ IJ – 8171 Perforated Window Marking Film, which allowed those inside not to see the graphic outside. The second was to use a long term, durable, removable graphic with the option to apply to the outside or inside of the window, and to easily merchandise the promotions over time.