2014 Winners & Shortlists

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.