Brand | EMIRATES NBD |
Product/Service | THE EMIRATES NBD FITNESS ACCOUNT |
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
|
LIWA ADVERTISING Dubai, UNITED ARAB EMIRATES
|
Production Company 2
|
MILES STUDIOS Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
The Fitness Account was a mobile app that got UAE to walk 53 million steps and save AED 16 million in a month.
It was a direct banking channel from Emirates NBD.
Seamlessly integrating one’s fitness with one’s savings through gamification and mobile banking devices, it rewarded people for their physical activity with higher interest - directly. The more they moved, the more they earned. 0 steps/day = 0.2% interest on their savings, 5000 steps/day = 1%, 12,000 steps/day = 2%.
Users needed to open a Fitness Account with Emirates NBD’s mobile app. Sync the app to mobile devices. Set daily goals and move!
We activated it via direct response campaign that made it famous across the UAE through an online film, a launch event, digital and social content and 1-to-1 direct marketing with existing mobile banking customers.
Partnerships with Fitness First, adidas, Beyond Fitness and MetLife drove usage.
Creative Execution
To increase Emirates NBD's deposits and innovative equity, we created an idea that would get UAE moving and saving, and get the press talking positively about and endorsing Emirates NBD as an innovative bank.
Given the high penetration of smartphones (according to Google, UAE ranks #1 globally in smartphone penetration), we chose to activate this idea via mobile and smartphones.
A direct response campaign made it famous through an online film, a launch event, digital and social content and 1-to-1 direct marketing with existing mobile banking customers.
Partnerships with Fitness First, adidas, Beyond Fitness and MetLife drove usage.
Results
(1) 99% positive sentiments
(2) $230,000 earned media and counting; received endorsements across local and regional media. Examples:
(a) “A new phase in digital banking as it effectively combines customers’ health and lifestyle goals with their banking needs.” (Gulf News)
(b) “Turn health into wealth with Emirates NBD.” (T3)
(c) “Be fit and healthy with Emirates NBD.” (GMR)
(4) Winner of EFMA’S innovation award: “An idea whose time has come! Value-based behavior incentives were the one missing piece from wearable device models.” (EFMA & Accenture)
(5) In 1 month:
(a) 53 million steps and counting.
(b) AED 16.07 million saved.
Credits
Tahaab Rais |
Fp7/dxb |
Creative Strategy/Regional Head of Strategic Planning |
Josephine Younes |
Fp7/dxb |
Creative Director/Art Director |
Nayaab Rais |
Fp7/dxb |
Creative Director/Copywriter |
Oliver Robinson |
Fp7/dxb |
Senior Creative Director |
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 |
Sagar Rege |
Liwa Advertising |
Director |
Andrew Boulter |
Liwa Advertising |
DOP |
Shane Vessaokar |
Liwa Advertising |
Producer |
Vishal Munge/Ashraf Mohammedunny |
Liwa Advertising/FP7DXB |
Editor |
Raghav/Arjun |
Liwa Advertising |
Music |
Puja Chatterjee |
Liwa Advertising |
Servicing |
Rajat Kaura/Kunjika Talpade |
Liwa Advertising |
Creative |
Magda Hajduk/Katarzyna Gajewska |
Liwa Advertising |
Wardrobe/Production Design/Makeup |
Syed Umair Ali |
Liwa Advertising |
Animation |
Joseph Alipio/Abdul Wahid/Rizwan Nikhil |
Fp7/dxb |
Studio artists |
Dominic Fernandes/Aamir Aijaz/Asih Wulansari |
Emirates NBD |
Business Marketing Team |