2016 Winners & Shortlists

Brief Explanation

Eid is a time for joy & happiness. Friends & Families look forward to festivities involving food, sweets, shopping & EIDIYA - An Age old tradition of giving Monetary gifts to the children. As a leading local bank, Emirates NBD wanted to keep the tradition alive. But how could a bank celebrate Eidiya ?

Results and Effectiveness

Giving got a new meaning & the ETM has created a huge buzz on social media delivering over 1.2m views on Youtube & Facebook during a short period of time & $123,000 worth of earned media space

Creative Execution

We turned an ATM into an ETM (Eidiya Travelling Machine) - World's first ever ATM that travels sings & gives Eidiya. We got a local Emirati artist Fayez Al Saeed to compose a special song for the ETM & on the occasion of Eid Al Adha we partnered with one of the leading malls to host the ETM. The machine sang to invite people around surprising them with by dispensing a cash filled envelopes as an Eidiya upon interaction. The stunt became a piece of content and shared on YouTube and Facebook.

Insights, Strategy and the Idea

The Automated teller machine is designed by banks to dispense cash to customers. What if we could also use it to give back to the community ? Imagine customers going to the ATM to withdraw money and instead they are surprised by Eidiya. And this is exactly what we did