Emirates Islamic wins Best Marketing Campaign at Cards & Payment Awards 2025

Dubai, 29 May 2025: Emirates Islamic, one of the leading Islamic financial institutions in the UAE, has won the prestigious ‘Best Marketing Campaign’ at the Cards & Payments Awards 2025 for its highly successful revamp of the Emarati Credit Card.

The award, presented at the inaugural edition of Cards & Payments Awards Middle East, recognises the innovative and impactful marketing campaign that significantly enhanced customer relevance and deepened engagement with the Emirati segment. The Cards & Payments Awards Middle East recognises best practices, innovation and excellence in the cards and payment industry.

Mohamed Al Hadi, Head of Retail Banking and Wealth Management at Emirates Islamic, said: “This award represents Emirates Islamic’s commitment to providing tailored financial solutions that resonate with our customers. The Emarati Credit Card revamp campaign stood out in a highly competitive field, which included leading local and international card and payment industry institutions operating in the UAE. Winning this award underscores the exceptional creativity, strategic thinking, and unwavering dedication of our teams.”

He added: “The success of the campaign was built upon three key pillars: the incorporation of renowned Emirati artist Mattar Bin Lahej, who designed the card; a deep understanding of the evolving needs and aspirations of Emirates Islamic’s Emirati customers; and the dedication and collaborative spirit of our cross-functional teams, which brought the campaign to life with passion and excellence.”

Beyond its creative and strategic impact, the campaign also yielded impressive commercial results. Emirates Islamic’s card acquisition surged by 95% during the launch month of May 2024, and spending experienced a robust 24% growth between May and December 2024, demonstrating the effectiveness in driving both customer engagement and significant portfolio growth.