A Strategic Leap Toward Youth Empowerment and Digital Banking Excellence

• Empowering youth through digital banking features and cashback rewards.
• Innovative ad generates over a million views in just 24 hours.
• Easily open a red account with a seamless digital process.

As part of its long-term vision to empower future generations, Gulf Bank has unveiled its latest marketing campaign, “red Ma Yerdak”, a bold initiative dedicated to strengthening the Bank’s relationship with Kuwaiti youth aged 15 to 25. This campaign is more than a product promotion; it is a strategic expression of the Gulf Bank’s deep-rooted belief in the potential of young people and its responsibility to support their journey toward financial independence.The campaign introduces a comprehensive suite of modern banking services and exclusive benefits tailored specifically to this demographic, developed through extensive field research and a deep analysis of youth behaviors and needs.

The red account is more than a banking product. it is a smart, youth-centric financial platform developed hand-in-hand with young people. It captures their ambitions, fast-moving digital lifestyles, and unique preferences.

Banking That Listens, Learns, and Delivers

Gulf Bank’s approach is firmly grounded in a deep understanding of its customers’ financial needs. By conducting focus groups with university and college students, launching surveys, and analyzing data from current red cardholders, the Bank uncovered valuable insights that directly influenced the direction of its new campaign:

• Most of the youth segment value immediate, tangible rewards like cashback.
• Many students depend primarily on their student allowance and are looking for smarter ways to manage their finances.
• Daily spending among youth is largely focused on food delivery apps, cafés, cinemas, and telecom bills, all of which are now fully covered by the enhanced red program.
• The majority of Kuwaiti youth favor digital banking over visiting brick and mortar branches and seek fast, seamless, and simple banking experiences.

A Fully Digital Journey

To meet the growing demand for digital solutions, Gulf Bank has fully redesigned the red account and card application process to be entirely online. Students can now open a red account and apply for the prepaid red Plus card directly through the Gulf Bank app in just minutes. This seamless digital experience is a key part of the Bank’s ongoing digital transformation, aligned with its five-year strategic plan.

red Plus Prepaid Cashback Card: The Region’s First Cashback Card for Youth

The red Plus Prepaid Cachback Mastercard card is the region’s first prepaid cashback card designed specifically for youth. With a unique vertical design that reflects the modern aesthetic of today’s generation, the card offers the highest cashback rate in Kuwait.

red Plus Prepaid Cashback Card benefits include:

• 15% cashback (up to KD 300 annually) on cinema tickets, delivery apps, cafes, restaurants, and telecom bills, both locally and internationally.
• Free, international top-up through Gulf Bank’s payment portal, using any account.
• Global acceptance at over 33 million stores and 2 million ATMs worldwide.

A Complete Package for a More Balanced Life

In addition to the card, the new campaign also provides additional benefits, including:

• A 50% daily discount on cinema tickets at VOX and Cinescape.
• A free KD 50 fuel top-up voucher from Oula stations when transferring student allowance.
• The Oula voucher is valid at all Oula stations, covering fuel filling, car washing, Trolley services, and offering discounts of up to 20% at Porterage and car wash stations.

A Campaign Created for and by Youth

The campaign’s launch was marked by the release of a vibrant and relatable TV commercial featuring popular artist Lulwa AlMulla and performer Daffy. This creative execution aims to reflect the spirit of today’s youth: bold, driven, and digitally empowered, reinforcing that red is not just a banking solution, but a lifestyle.

Leadership Perspective: Co-Creation at the Heart

Commenting on the campaign, Mrs. Najla Aleisa, Chief Marketing Officer at Gulf Bank, stated, "Since the launch of red, our goal has been to build a connection with the minds and hearts of Kuwaiti students and youth. We didn’t create this product behind closed doors; we actively engaged with them, listened to their stories, and understood what drives them. This campaign is the result of that effort."

She added, "red Ma Yerdak is more than just a marketing message. It is a new banking philosophy that sees young people as co-creators, transforming every service into a truly valuable experience."

Commitment to Financial Inclusion and Empowering the Next Generation

Mrs. Aleisa concluded, "At Gulf Bank, we believe that investing in youth is not just a choice, but a national responsibility. Financial empowerment must start during student years, equipping them with the right tools, early exposure, and smart guidance. We are dedicated to continually creating tailored solutions for the leaders of tomorrow."