2014 Winners & Shortlists

Results and Effectiveness

In only 6 weeks, we attracted around 58,000 users to the network. The stories got over 520,000 views on YouTube, a significant achievement for the niche SME segment (Source : Emirates NBD Digital/Social Performance Tracker) The stories were able to reach an additional 2.1 million people. The campaign delivered an earned media value of $1.1 million – more than double the investment. (Source : Agency Evaluations) SME customer acquisition grew by 13% vs the target of 10%. Total SME revenue also increased by 28% vs the target of 15% (Source: Emirates NBD Business Banking Performance Reports)

Creative Execution

Knowing that social networks are proven change agents and a powerful channel for storytelling, Emirates NBD gave small businesses their own social network - Rise. The network (risebusiness.com) was a forum for small business to inspire, learn and grow. We selected and showcased success stories through a series of webisodes. Each webisode was a compelling real life story of a small business rising against all odds. To help these stories travel far and wide, we developed exclusive content partnerships with leading media channels. Arabian Business (UAE’s No.1 Business Magazine) Dubai One (UAE’s leading TV channel), Dubai Eye (UAE’s only talk radio station) became the voice of the campaign. We also armed businesses with tools to help them rise by creating a knowledge & networking hub as well as workshops around specific topics like social media marketing and corporate governance

Insights, Strategy and the Idea

Small businesses are the lifeblood of the UAE’s burgeoning economy. There are now more than 230,000 Small businesses contributing to 40% of the country’s GDP and employing in excess of 42% of the country’s workforce (Source: UAE Government Statistics). But inspite of that they receive less than 4% of the total bank loans issued. Extraordinary contributions. And yet, how little recognition Home to the tallest and largest spectacles, UAE is a nation obsessed with size. The local media was clearly biased towards the “big” stories. And lets face it small businesses were no match for the large corporate ad-spenders. So how do we create space for the small? As UAE’s biggest bank, Emirates NBD took on the responsibility of reversing this trend. The purpose was clear - to bring these businesses into people’s minds and inspire others to follow their example.