2016 Winners & Shortlists

Brief Explanation

As an idea, When you are gone... used direct response channels and mechanisms that were unique in MENA: (a) A live activation compelled participants to respond to messages from their families and sign up for life insurance plans. (b) The film of the live activation led touched viewers to the website to sign up as leads, who were then converted into customers. (c) The personalized emailers and DMs with sketches from children of Emirates NBD customers, compelled existing customers emotionally to inquire more about life insurance solutions. (d) ATM screens at airports and other direct contact ads further drove awareness and acquisition.

Creative Execution

We launched an unconventional, direct response channel, where we picked moments in life when people were travelling (an anxious moment) and showed them messages from their families sharing how much their presence mattered. Thus, highlighting the importance of life insurance. The experiences were filmed and seeded on YouTube and Facebook. Additional individual stories from the live activation became social branded content. Direct contact ads extended the message to more people at peak flying times. ATM screens at airports reached people on the move. Personalised direct mailers and eDMs with messages from families compelled existing customers. Emirates NBD's website acquired leads.

Results

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%.