Abu Dhabi Finance

Client
Abu Dhabi Finance is a specialist mortgage provider founded by some of Abu Dhabi’s leading investment, finance, and real estate companies. It aims to provide service-focused mortgage finance to a wide range of clients purchasing property in the emirate.

Objective
Four was appointed in June 2008 to develop a full communications strategy for Abu Dhabi Finance and ensure widespread awareness through press coverage for the company’s launch in November 2008. The aim of the ongoing communications campaign is to generate awareness of Abu Dhabi Finance’s brand, its values and intentions and communicate its ambitions and progress to its many varied stakeholders.

Solution

A wide-ranging, holistic communications strategy which includes media relations, internal communications, policy development, digital and stakeholder communications based on the company’s strategic key messages to remind audiences of the ADF’s unique service proposition and the robustness of the business. Strategic and highly targeted media activity to emphasize the company’s unique heritage and allow it to quickly gain credibility as a new contender in mortgage finance.

Result

Abu Dhabi Finance’s launch gained full press coverage in not only all the key UAE media, but it was also extensively covered by some of the most respected regional and international publications, including The Financial Times and Wall Street Journal, delivering significant column inches, outstanding key message penetration and solid business results beyond expectation. In 2009, it received applications totalling AED 1.27bn, making it the largest single issuer of new mortgage offers in the Abu Dhabi market (30%) - with its CEO attributing PR as a key factor.