2016 Winners & Shortlists

Creative Execution

We launched DIB’s ‘Emirati Banking Packages’ primarily through this online video. DIB understands their evolving tastes, preferences, needs and also the new ways in which they connect and consume media. So while the film is about tradititional values, we used new media to connect with this evolving audience. The video brought to life how DIB understood Emiratis, their dreams and needs, and touched the lives of every member in the family – and across generations.

The response was unprecedented. The video had an impressive reach of over 3 million and garnered more than 2.9 million views. The engagement was substantial with a total above 35,500, including over 31,800 likes, 450 comments and more than 5,400 shares. o 3,054,237 reach o 2,900,260 video views o 35,505 engagements o 31,887 likes o 456 comments o 5,462 shares o 1,107 went to Emiriati page on www.dib.com o Avg. view duration: 20 seconds

In 2015, coinciding with its 40th anniversary, Dubai Islamic Bank (DIB), wanted to launch a set of banking packages exclusively for Emiratis. DIB is the world's first Islamic bank. As the name suggests, it was founded by Emiratis and based on values that are close to the Emirati way of life. However, over 40 years, it had evolved to serve the world at large – irrespective of nationality, religion or creed. Our challenge therefore was to convince Emiratis that DIB was still Emirati at heart. Our insight came from the fact that, over 40 years, DIB had served three generations of Emiratis. Based on this insight, our campaign idea was: YOUR FAMILY IS OUR FAMILY. We launched DIB’s ‘Emirati Banking Packages’ primarily with this online video. It depicted how DIB understood the needs and touched the lives of every member in the family – and across generations.