CASE STUDY • FINANCIAL SERVICES
Transforming a major Qatari bank's business loan funnel through digital-first marketing and cultural intelligence
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THE CLIENT
One of Qatar's established banks came to Fifteen Consult with a critical challenge: despite strong brand recognition and competitive loan products, their MSME business loan applications were stalling. With Qatar's Vision 2030 driving economic diversification and a booming expatriate business community, the opportunity was massive, but they were missing it.
The bank had the products. They had the capital. What they didn't have was a marketing funnel that worked for Qatar's diverse, digitally-savvy entrepreneur community.
THE CHALLENGE
Our comprehensive funnel analysis revealed a brutal truth: only 35% of businesses who started a loan application actually completed it. The bank was hemorrhaging potential customers in the middle of the funnel.
Extensive documentation requirements overwhelming MSMEs
Complex banking terminology creating language barriers
Time-consuming process requiring multiple touchpoints
Poor mobile experience for on-the-go entrepreneurs
60%+ expatriate business owners feeling underserved
One-size-fits-all approach missing cultural nuances
Traditional banking channels not reaching young entrepreneurs
Weak digital presence where modern MSMEs spend time
Fintech solutions offering faster, simpler alternatives
Government-backed programs providing attractive terms
Major banks with established MSME relationships
Alternative financing options gaining traction
OUR APPROACH
We didn't just optimize the existing process, we reimagined it entirely. Our strategy focused on three core principles: cultural intelligence, digital-first execution, and frictionless experience.
Created distinct strategies for expatriate business owners, young Qatari entrepreneurs, and established local businesses, each with tailored messaging and channels.
Built an automated WhatsApp business assistant offering multilingual support, instant document upload, and real-time application tracking, meeting customers where they are.
Redesigned the entire application flow for mobile completion in under 15 minutes, eliminating unnecessary steps and simplifying documentation.
Developed culturally-relevant content in Arabic, English, Hindi, and Urdu—featuring success stories from diverse entrepreneurs across Qatar.
Implemented comprehensive tracking across every touchpoint, enabling real-time optimization and rapid iteration based on user behavior.
Partnered with Qatar Chamber of Commerce, industry associations, and business incubators to build trust through established relationships.
THE EXECUTION
We allocated 60% of budget to digital-first channels, 25% to relationship building, and 15% to traditional media—creating an integrated approach that reached MSMEs at every stage of their decision journey.
"Qatar Business Champions" video series featuring diverse entrepreneurs
Industry-specific targeting by nationality and company size
Documentary-style success stories with English subtitles
50K+ video views, 75 applications monthly
"Made in Qatar Success Stories" featuring real business growth
Behind-the-scenes business expansion content
First Qatar bank leveraging Instagram for B2B lending
Partnerships with business chamber presidents
Automated screening bot in 4 languages
Camera-based document collection
Live relationship manager handoff
Real-time application status tracking
High-intent search campaigns for business financing
Display remarketing to engaged visitors
YouTube pre-roll on business content
"24-Hour Loan Decision" landing page
Three-tier referral structure with escalating rewards
Customer referrals: QAR 500 credit per approval
Community leader referrals: QAR 2,000 + priority
Leveraging trust-based business culture
"Business Growth Academy" resource center
Industry-specific guides and calculators
Video tutorials in Arabic and English
Interactive eligibility assessments
IMPLEMENTATION
