2016 Winners & Shortlists

THE BEAUTIFUL AFTER

Gold
BrandEMIRATES NBD
Product/ServiceRETIREMENT PLANS
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryNon-Fiction: Series or Film
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Contributing Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Production Company MINT MENA Dubai, UNITED ARAB EMIRATES
Production Company 2 ZO PRODUCTIONS Dubai, UNITED ARAB EMIRATES

The Campaign

OPPORTUNITY: 64% of residents in the UAE do not save for retirement. With rising costs of living and raising a family, retirement planning is no longer a priority. People tend to focus on their immediate needs and their children’s future, forgetting their own future. Emirates NBD - a leading bank - wanted to help people plan for life after work and increase acquisitions for its Retirement Plans. DISCOVERY: Retirement isn’t an ending, but a new beginning for the rest of your life. CREATIVE STRATEGY & EXECUTION: We made people stop and imagine their own future as if it was right there in front of them - by transporting them into their beautiful after, through a unique live experience and getting them to plan for their retirement today. We invited unsuspecting spouses to a corridor that showcased the special moments of their lives. At the end of the corridor they opened a door which led to their partners aged to look as if they were 60-70 years old, waiting for them in their beautiful after. The idea's film was promoted across social media. It became the most talked about financial advertising idea on social media. Specially crafted retirement vows were shared with prospects. And we enabled couples to take their own retirement vows online and onground via activations. Retirement calculators online enabled prospects to plan effectively. EFFECTIVENESS: The idea started a conversation that got people to imagine their future as if it was right there in front of them. (1) It generated $330,000 earned media for an investment of $100,000 and was featured and recognized on international sites like Adweek, Little Things, Design Taxi, TrendHunter. (2) 15% increase in plans sold (3) 22% over average monthly sales (4) 42% increase in interactions (5) 14% increase in Emirates NBD’s brand index score

The idea became the most talked about financial advertising idea on social media. It started a conversation that got people to imagine their future as if it was right there in front of them. (1) It generated $330,000 earned media for an investment of $100,000 and was also featured and recognized on international sites like Adweek, Little Things, Design Taxi, TrendHunter. (2) 15% increase in plans sold (3) 22% over average monthly sales (4) 42% increase in interactions (5) 14% increase in Emirates NBD’s brand index score

Credits

Name Company Role
Josephine Younes Fp7/dxb Creative Director
Nayaab Rais Fp7/dxb Creative Director
Tahaab Rais Fp7/dxb Regional Head of Strategic Planning
Josephine Younes Fp7/dxb Art Director
Nayaab Rais Fp7/dxb Copywriter
Tahaab Rais Fp7/dxb Creative Strategy
Spiro Malak Fp7/dxb General Manager - Business Unit
Vicky Kriplani Fp7/dxb Account Director
SAMEER ISLAM Fp7/dxb Senior Strategic Planner
LAYAN EL HAFI Fp7/dxb ACCOUNT MANAGER
ERNA REDZEPAGIC Fp7/dxb SENIOR ACCOUNT EXECUTIVE
Dolly Saidy Mint MENA Production Consultant
Ziad Oakes ZO Productions Director
Tania Salha ZO Productions Executive Producer
Ashraf Mohammedunny Fp7/dxb Editor
Joseph Alipio/Rizwan/Nikhil Fp7/dxb Studio artists
Paul Banham Fp7/dxb Executive Creative Director
Dominic Fernandes/Rayomand Buhariwalla/Aisha Al Maeeni/Preeti Mundhra Emirates Nbd Business Marketing Team