2013 Winners & Shortlists

Results and Effectiveness

· 21% increase in social media following · 700+ people engaged with it daily · Creation of 16,500 user stories · Reach of over 200,000 daily unique users online

Creative Execution

Welcome to eGrab! – The world’s first eco-friendly, emissionless, mobile banking branch that visits you. ("Egrab" when translated from Arabic to English means "get closer" or "pass by") With its on-board banking teller, customer service rep, new-age banking technologies and an ATM machine, it brings daily banking convenience to customers short on time, helping them save on fuel and parking costs whilst also reducing air pollution and traffic congestion. Via an app, users and fans could track and locate the bus' position, its journey, following it and fixing an appointment. Awareness communication for eGrab featured the silhouette of eGrab, against the Abu Dhabi skyline. The ‘invisible’ bus alluded to just how ‘light’ this mobile branch is on the environment. The campaign also triggered eco-friendly tips via people’s Facebook and Twitter accounts encouraging others to take part in enthusiastic conversations on environmental issues and reform of societal eco-agendas in the UAE.

Insights, Strategy and the Idea

Al Hilal Bank, known for it’s Orange branding, is an Islamic bank working hard to live by its core corporate values: Progressive, Principled, Professional and Partnership. However, not much had been done to increase awareness of their position on sustainability and environmentally friendly practices. And so it was: this Orange Bank needed to start Thinking Green and Acting Green. And we needed to start by doing some innovative thinking. We looked for opportunities to help the UAE environment. Our initial focus fell on the capital, Abu Dhabi. We identified a citywide traffic problem, making journeys to the bank laborious, time consuming and impactful on the environment. What could be an innovative solution to this problem, while staying true to the bank's promise of "It's all about you"? Our discovery: “Imagine if we didn’t have to drive to the bank? Imagine if the bank could come to us?”