Brand | STANDARD CHARTERED BANK |
Product/Service | HOME CONTENT INSURANCE |
Entrant | TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES |
Category | USE OF AMBIENT MEDIA: SMALL SCALE |
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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Media Agency
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TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
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Results and Effectiveness
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.
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.
Creative Execution
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 Charted Bank today on 600 522 288”
Insights, Strategy and the Idea
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.
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.
The idea is to show people that fires can happen at anytime, and from something quite small—a cigarette butt.
Credits
Martin Lever |
TBWA\RAAD |
Executive Creative Director |
Tuan Le |
TBWA\RAAD |
Copywriter |
Sumanth Wilkins |
TBWA\RAAD |
Art Director |
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 |
Head Of Marketing |
Maysem Ridha |
Standard Chartered Bank |
Marketing Manager |
Noora Elkouka |
Standard Chartered Bank |
Channel Development Manager |
Hazem Atieh |
TWBA\RAAD |
Production Manager |
Francis Contreras |
TBWA\RAAD |
Photographer |
Firas Khamasmia |
TWBA\RAAD |
Retoucher |