2016 Winners & Shortlists

The Campaign

PROBLEM: 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) APPROACH: 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… EXECUTION: So, we launched a live activation that also became an online film picking moments in life when people were not around and playing messages for them from their family which shared how much they mattered and how a life without them was unthinkable; how their families wanted them to be around all the time. Thus, making them realize the importance of letting their love and support live on, even when they may not be around. SCALABILITY: Individual stories from the live activation became additional social branded content. All interested viewers the website informed and acquired leads. Online videos helped prospects know more about ways to save for the future EFFECTIVENESS: (1) 2 million+ unique online views; 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%.

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%.