2014 Winners & Shortlists

Results and Effectiveness

60,000 people were exposed to the messages in 1 single day. (Supplier Data/ Agency Estimates) The experience was also leveraged as content. We received 200+ interactions on Facebook from comments to likes to shares. In addition the video reached 78,000 + views on YouTube.

Creative Execution

It seemed like just another day at the bank. Customers were inside the branch queuing and waiting for their turn. A representative was asking them to sign up on a mysterious app. Everything seemed to be normal. But as soon as customers got out of the branch, they were treated to a big surprise. They saw themselves on the huge digital screen with a personalized ‘thank you’ message in ‘realtime’ from the bank We then spread this ‘thank you’ gesture to other Emirates NBD customers by sharing the experience as content on Emirates NBD’s social media platforms.

Insights, Strategy and the Idea

Emirates NBD (UAE’s biggest bank) turned 50 in 2013 and wanted to say ‘Thank you’ to its customers in a special and unexpected way. We knew that bank visits can be boring chores for people. What if we could we make this trip a memorable experience? Dubai Mall (UAE's largest mall) boasts of UAE’s largest digital screen. And it so happens that there is an Emirates NBD branch right next to it. Our idea was simple - use this screen to bring a ‘real-time’ smile to the faces of our customers.