Brand | EMIRATES NBD |
Product/Service | BON APPETIT PROGRAM |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | New Product Launch/Re-launch |
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.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
In participating restaurants, Bon Appetit Dining discount usage rose by almost 42%.
Explain why the method of promotion was most relevant to the product or service
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.
Credits
Paul Banham |
FP7/DXB |
Executive Creative Director |
Paul Banham |
FP7/DXB |
Creative Director |
Steve De Lange |
FP7/DXB |
Associate Creative Director |
Steve De Lange |
FP7/DXB |
Copywriter |
Alaa Demachkie |
FP7/DXB |
Associate Creative Director |
Alaa Demachkie |
FP7/DXB |
Art Director |
Tahaab Rais |
FP7/DXB |
Head Of Insights And Strategy |
Spiro Malak |
FP7/DXB |
Business Unit Director |
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 |