2010 Winners & Shortlists

The Campaign

Abu Dhabi Commercial Bank’s new rewards program, TouchPoints, faced low awareness among current and prospective customers alike. Our solution: to position TouchPoints as the most ambitious rewards program in the UAE. As a program, TouchPoints is unique – it not only rewards consumers for transactions, but for every interaction they have with the bank. This means points are earned for purchases, but also for everyday banking activity, like direct deposits and ATM withdrawals. The most ambitious rewards program – an easy strategic leap, but a significant creative challenge. To solve it, we constructed a series of sculptures out of everyday objects – to illustrate that both purchases and general banking activities would earn points. The ultimate achievement, however, was that each of these sculptures also communicated the types of rewards you could redeem your TouchPoints for – everything from jewelry to furniture to free travel.

Success of the Campaign

The integrated campaign received an immediate and enthusiastic response from ADCB customers and prospective customers alike, increasing not only awareness, but stimulating broader engagement and adoption. In the first month, adcbtouchpoints.com saw a 90% increase in visitors and a 250% increase in page views. Two months following launch, over 3,000 customers had claimed nearly 2,000,000 TouchPoints on the site.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The effort launched in the midst of the December holiday season (a perfect time for a rewards proposition), with an integrated campaign comprising magazine, newspaper, and in-branch posters. Each of these then drove traffic to the adcbtouchpoints.com website, where visitors could interact with the objects that made up the sculptures and learn how many points they would earn for their banking activities. To further promote the UAE’s most ambitious rewards program, we decided to enable the website to actually demonstrate the program. Through an extensive redesign featuring the sculptures, we allowed consumers to earn TouchPoints just for visiting the site and interacting with the sculptures. The more they interacted with the site, the more they earned. In turn, these points could then be redeemed by signing up for an ADCB account. An effective device to drive both awareness and conversion.