2014 Winners & Shortlists

EAT PAY LOVE

BrandEMIRATES NBD
Product/ServiceBON APPETIT PROGRAM
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryConsumer Services
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES

The Brief

Emirates NBD’s Bon Appetit program gives cardholders 30% discounts at over 600 restaurants when they use their cards to settle their bill. Our client wanted to remind existing cardholders to use their cards to pay for their meal, as well as to spread word of the program to non-cardholders.

Creative Execution

We chose to speak to our audience at the time they’d be most receptive to our message: between the time they receive their meal and the time they paid for it. And by putting a conventional advertising message in an unconventional place, we made our communication impossible to ignore.

Describe the creative solution to the brief/objective.

We served diners at selected restaurants on special plates that were branded with a reminder of the Bon Appetit offer. As diners ate, they slowly revealed our message that encouraged them to either pay with their Emirates NBD card or to seriously consider applying for one.

Results

In participating restaurants, Bon Appetit Dining discount usage rose by almost 42%. In addition, Emirates NBD credit card applications during the promotion saw a 7% increase.

Credits

Name Company Role
Paul Banham FP7/DXB Executive Creative Director
Alaa Demachkie FP7/DXB Associate Creative Director
Steve De Lange FP7/DXB Associate Creative Director
Alaa Demachkie FP7/DXB Art Director
Steve De Lange FP7/DXB Copywriter
Spiro Malak FP7/DXB Business Unit Director
Tahaab Rais FP7/DXB Head Of Insights And Strategy
Vikram Krishna Emirates NBD Head Of Group Marketing
Dominic Fernandes Emirates NBD Head Of Business Marketing
Aamir Aijaz Emirates NBD Senior Marketing Manager
Vicky Kriplani FP7/DXB Account Manager
Mary Tauk FP7/DXB Account Executive