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Liv Turns 5: 5 lessons we learnt in Marketing and Partnerships

Rajvinder Khela

24 June 2022

5 mins read

The marketing team at Liv. has centered its vision around giving the customers what they want. Starting out with the concept of a ‘super-app’, where you can access both lifestyle and banking services in one place, Liv. has tried to incorporate all events, trends and popular entertainment offers into our customer experience. Here’s how we stayed ahead of the game throughout our journey.

When we shape our marketing calendar for the year, we focus largely on:

1) Opportunities around yearly events – the team consistently pays attention to providing the Liv. community with relevant and tactical offers according to the social calendar for that time. For instance, our back-to-school campaigns, Eid campaigns and Ramadan exclusive offers are all centered around the season of the year.

The most important aspect of consideration when it came to the marketing team’s partnership decisions was:

2) Staying in touch with our consumer’s interests – Liv. has always tried to build its products to support and represent the interests and trends of the UAE markets. For instance, we have incorporated several travel, shopping, and food partners to align with the trends and needs of our customers. Our strategic partnerships aim to give customers the best of all worlds and allow them to avail exclusive offers for all popular activities in the country.

Since Liv. is a home-grown business, we have also made it a part of our mission to:

3) Partner with and be part of other home-grown businesses - to support companies like ourselves has been a vital part of our approach to marketing. Liv. has wanted to play a meaningful role in helping and supporting the home-grown business community, especially with the ever-growing lifestyle trends in UAE.

Being the first in the region to create new marketing initiatives has been Liv’s forte. We have always tried our best to:

4) Be the first of its kind – Liv. has created a whole new banking experience, and always aimed to provide opportunities that no one else has done before. On our first birthday, we were the first to give away a Tesla, and the following year, a private island! We continue to do these things throughout the year, tapping into experiences that people would love to be a part of.

Lastly, Liv. has also used its marketing influence to give back to the community through:

5) Goodwill initiatives - linking Liv. products to humanitarian causes has been a constant theme of our marketing initiatives. From Ramadan charity campaigns with Red Crescent, to raising money for providing clean water to under-developed countries, our marketing team makes sure to do its bit for society.

Over the years, instead of just showcasing and helping other brands, we focus on people engaging with us - from competitions, to personally visiting partners, to experiences and special deals, we have always remained engaged with our customers and partners. Our campaign winners are also announced on social media and within the app, in line with our motto to be transparent with the Liv. community.


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