2015 Winners & Shortlists

The Campaign

Emirates NBD, a leading bank in the United Arab Emirates, was not seen as a bank for Emiratis - the country’s local population who form a majority of its affluent segment. So to win the hearts of the Emiratis, we focused on a major societal tension – the cultural divide between the local Emiratis and the Expats that live in the UAE. To bridge the gap between Expats and the Emirati Culture and instill a sense of national pride with Emiratis, we created The Culture Dispensing Machines. When people stepped up to what looked like regular Cash Dispensing and Depositing Machines, they were surprised when our CDMs asked them to instead pick a topic on Emirati culture. The machines then dispensed an item related to that topic, giving on-screen instructions for people to follow and experience the culture. The CDMs and their experiences were documented as videos and seeded online across Emirates NBD’s owned and social media channels. Leading regional and international media platforms shared the idea. Conversations about the machines travelled across UAE’s social media too. Emirates NBD's dining and rewards program offered discounts at Arabic restaurants for all expat customers. The CDMS will continue travelling across the country, sharing its rich culture with ‎all expats, making the United Arab Emirates, truly united.

The Brief

Emirates NBD is UAE’s leading bank. But, owing to its focus on the large Expat population, it wasn’t seen as relevant to the country’s local Emirati population. Hence, we needed to instilling more brand engagement with Emiratis, through focusing on the rich Emirati culture. We also needed to keep winning share of heart with the Expat population, who have lived here for decades, don’t have a single Emirati friend, don't know the national song of the country and feel alienated from the culture. They needed to be brought closer to Emirati culture and hence, help them enjoy the UAE more.

Results

(1) The idea fuelled national pride leading to a 5% growth in accounts opened by affluent Emiratis. (2) 23% increase in calls to partner Arabic language institutions. (3) Earned media of $360,000 worldwide. (4) Conversations about the Emirati culture travelled across social media. (5) Sharing Emirati culture with Expats became the theme for UAE's 43rd National Day.

Execution

The CDMs and their experiences were documented as videos and seeded online across Emirates NBD’s owned and social media channels. Leading regional and international media platforms shared the idea. Conversations about the machines travelled across UAE’s social media too. Emirates NBD's dining and rewards program offered discounts at Arabic restaurants for all expat customers. The CDMs will continue travelling across the country, sharing its rich culture with ‎all expats, making the United Arab Emirates, truly united.

The Situation

Emirates NBD, a leading bank in the United Arab Emirates, was not seen as a bank for Emiratis - the country’s local population who form a majority of its affluent segment. So to win the hearts of the Emiratis, we focused on a major societal tension – the cultural divide between the local Emiratis and the Expats that live in the UAE.

The Strategy

To bridge the gap between Expats and the Emirati Culture and instill a sense of national pride with Emiratis, we created The Culture Dispensing Machines. When people stepped up to what looked like regular Cash Dispensing and Depositing Machines, they were surprised when our CDMs asked them to instead pick a topic on Emirati culture. The machines then dispensed an item related to that topic, giving on-screen instructions for people to follow and experience the culture.