Brand | EMIRATES NBD |
Product/Service | RETIREMENT PLANS |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Consumer Services |
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
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 |