2016 Winners & Shortlists

THE BEAUTIFUL AFTER

BrandEMIRATES NBD
Product/ServiceRETIREMENT PLANS
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryAmbient Media: Large Scale
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES
Production Company MINT MENA Dubai, UNITED ARAB EMIRATES
Production Company 2 ZO PRODUCTIONS Dubai, UNITED ARAB EMIRATES

Brief Explanation

'The Beautiful After' got couples to think about their future as if it was right in front of them, reminded them about the importance of thinking about their own future as well, and invest in their retirement. The idea was created through a combination of direct marketing channels: (1) A live experience consisted of a custom-built corridor. (2) A direct response film of the experience. (3) Direct response activations to generate retirement vows. (4) Retirement calculators on the website drove action and lead conversion. (5) The film was also used as direct sales content for relationship managers to attract prospective clients.

Creative Execution

We made people imagine their own future as if it was right there in front of them, through a unique live experience that got them to plan for their retirement today. We invited unsuspecting spouses to a custom-built corridor showcasing the special moments of their lives. At the end of the corridor they opened a door to their spouses aged, as if they had walked into their future. A direct response film promoted the idea across social media. We enabled couples to take their own retirement vows online and onground via activations. Online retirement calculators enabled prospects to plan effectively.

Results

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 and many more. (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
Dominic Fernandes/Rayomand Buhariwalla/Aisha Al Maeeni/Preeti Mundhra Emirates Nbd Business Marketing Team
Paul Banham Fp7/dxb Executive Creative Director