RAKBANK: She Can Play

Mohit Lodha, Kevin Pinto

Banking brand RAKBANK used a three-part social media strategy, She Can Play, to spark a conversation about girls playing football to build buzz and talkability and improve brand perception in the United Arab Emirates.

Campaign details

Brand: RAKBANKBrand owner: RAKBANKAgency: Kiyany MediaMarket: United Arab EmiratesIndustries: BanksMedia channels: Competitions & contents,Online video, Social mediaBudget: Up to 500k

Executive summary

She Can Play is the story of a girl who wanted to play football, a sport 'meant for boys'. In Emirati society, it's still taboo for girls to play sports alongside boys and many Emirati parents still believe that girls are meant to perform traditional gender roles such as cooking. As a brand tasked with growing football at a grassroots level, RAKBANK ignited...

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