Objective
Build trust and credibility for Al Rayan Bank as a challenger brand while showcasing its credentials as an ethical, Sharia-compliant banking solution for everyone, not just those of Islamic faith.
Al Rayan Bank — customer advocacy
Synopsis
A suite of authentic customer stories filmed in real homes and workplaces, highlighting Al Rayan’s unique ethical proposition through unscripted, compliant, and relatable storytelling.
Results
• Al Rayan Bank’s top-performing video content for over seven years
• Hundreds of thousands of views on YouTube
• Continued ROI and brand trust long after launch
Background
Founded in 2004, Al Rayan Bank is the UK’s oldest and largest Sharia-compliant bank, offering ethical, competitive financial products for all customers.
Its services are fully compliant with Sharia governance — avoiding interest, speculation, and investment in industries such as alcohol, gambling and weapons.
The challenge
As a challenger bank, Al Rayan faced typical barriers: limited resources, low brand familiarity and a crowded market filled with “ethical” claims.
The team needed to build trust and demonstrate that Al Rayan’s values and benefits applied to everyone, not just Muslim customers, while staying true to strict compliance requirements.
Customer advocacy was identified as the ideal route: authentic, cost-effective and highly credible.
The approach
Big Button worked with Al Rayan Bank to produce a series of unscripted customer films featuring a diverse mix of clients, each sharing their personal experiences of ethical banking.
While broad messaging was agreed in advance for compliance, interviews were filmed in natural settings — homes, offices and workplaces — to capture genuine, relaxed conversations.
The result was a set of films that were on-message, fully compliant and emotionally engaging, giving audiences a clear understanding of Al Rayan’s distinct approach to ethical finance.
The outcome
Three stories focused on key aspects of Al Rayan’s proposition:
• Expanding your business in line with your faith
• Saving ethically for family goals
• Owning a home without compromise
The films’ focus on authenticity and clarity gave them exceptional longevity. More than seven years later, they remain Al Rayan’s top-performing YouTube content, driving awareness, credibility and customer engagement long after launch.
Why Big Button is the right partner for Al Rayan Bank
We combine compliance expertise with authentic storytelling — creating customer films that build trust, reflect brand values and deliver lasting impact for ethical financial brands.
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