2016 Winners & Shortlists

Brief Explanation

Life is unpredictable and it is important to be prepared. But, almost 64% of residents in the UAE do not have a life insurance policy to protect their family’s financial future. (Source: Zurich International Life, 2014, UAE) Emirates NBD is a leading bank in the Middle East and in the UAE that offers comprehensive life insurance solutions. To acquire more customers in the UAE, we wanted to focus on why one’s life matters and help people realize the need for insurance. We didn’t want to resort to typical scare tactics that were ineffective in marketing life insurance in the region. We wanted to remind people how they never, ever want their loved ones to feel like they’re not around, even when they are gone…

The Campaign

Almost 64% of residents in UAE do not have a life insurance policy to protect their family’s financial future. We launched an unconventional, live experience activation, where we picked moments in life when people were travelling (an anxious moment) and weren’t around, and showed them messages from their families sharing how much their presence mattered. Thus, highlighting the importance of life insurance. The experiences were captured and seeded as a film on YouTube and Facebook. Additional individual stories from the live activation became social branded content. Direct contact ads extended the message to more people at peak flying times. ATM screens at airports reached people on the move. Personalised direct mailers and eDMs with messages from families compelled existing customers. Website attracted leads. The film of the live activation earned 2 million+ unique online views with 96% positive sentiments. Campaign led to: +444% plans sold +126% revenue +148% annualised premium

Creative Execution

We launched an unconventional, live experience activation, where we picked moments in life when people were travelling (an anxious moment) and weren’t around, and showed them messages from their families sharing how much their presence mattered. Thus, highlighting the importance of life insurance. The experiences were captured and seeded as a film on YouTube and Facebook. Additional individual stories from the live activation became social branded content. Direct contact ads extended the message to more people at peak flying times. ATM screens at airports reached people on the move. Personalised direct mailers and eDMs with messages from families compelled existing customers. Emirates NBD's website acquired leads.

We changed the conversation around Life Insurance: (1) 2 million+ unique online views (50% organic); becoming the most watched life insurance content ever in MENA. (2) 96% positive sentiments. (3) +444% plans sold. (4) Revenue increased +126%. (5) Annualized premium increased +148%.