Brand | STANDARD CHARTERED BANK |
Product/Service | HOME CONTENT INSURANCE |
Entrant | TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES |
Category | AMBIENT/ALTERNATIVE MEDIA |
Entrant Company
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TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
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The Brief
People like to think disasters, such as residential fires, are things that won’t happen to them. We needed to convince them otherwise. Leverage awareness of the recent wave of big residential fires in Dubai, all of which caused by cigarette butts, to encourage uninsured people (86% of the UAE) to consider Standard Chartered Home Content Insurance.
Creative Execution
The specially designed “smoke towers” surprised people and reminded them of their home, their family, their valuables…and how unpredictable life can be, and why insurance is a necessity.
Describe the creative solution to the brief/objective.
To highlight the urgency of Home Content Insurance, we targeted our audience where they least expect it, but are most receptive—at work, away from home and family. We created specially designed “smoke towers”, a cigarette bin that resembles a residential tower, and placed them outside businesses complexes.
When people throw away their cigarettes in the “smoke tower”, the residual smoke triggers a fire alarm, followed by a message: “…it takes very little to start a fire. Are you covered by Home Content Insurance? Call Standard Chartered Bank today on 600 522 288”
Results
10 “smoke towers” were active for 6 working days. In that time, Standard Chartered Bank received 155 inquiries about Home Content Insurance and registered 67 new customers. 1 “smoke tower” went missing.
Credits
Martin Lever |
Tbwa\raad |
Executive Creative Director |
Sumanth Wilkins |
Tbwa\raad |
Art Director |
Tuan Le |
Tbwa\raad |
Copywriter |
Ian Carvalho |
Tbwa\raad |
Group Account Director |
Sharmeely Brito |
Tbwa\raad |
Account Director |
Weam Elhila |
Tbwa\raad |
Senior Account Executive |
Khalid Elgibaly |
Standard Chartered Bank |
Regional Head Consumer Banking – Middle East |
Priya Jauhri |
Standard Chartered Bank |
Marketing Manager |
Maysem Ridha |
Standard Chartered Bank |
Marketing Manager |
Noora Elkouka |
Standard Chartered Bank |
Channel Development Manager |
Hazem Atieh |
Tbwa\raad |
Production Manager |
Girish Sapalya |
Tbwa\raad |
Retoucher |
Francis Contreras |
Tbwa\raad |
Photographer |
Firas Khamasmia |
Tbwa\raad |
Retoucher |