Brand | EMIRATES NBD |
Product/Service | LIFE INSURANCE PLANS |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Use of Events and Stunts |
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
|
JOY FILMS ME Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Life is unpredictable; it's important to be prepared.
But, almost 64% of UAE residents don't have a life insurance policy to protect their family’s financial future.
Emirates NBD, a leading bank in the region, offers comprehensive life insurance solutions.
To acquire more customers, we didn’t want to resort to typical scare tactics that were ineffective in marketing life insurance here.
We wanted to remind people how they never, ever want their loved ones to feel like they’re not around, even when they are gone.
We focused on why one’s life matters and help people realise the need for life insurance.
Results and Effectiveness
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%.
Creative Execution
We launched an unconventional, live experience activation, 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.
Insights, Strategy and the Idea
We were talking to Arab, Asian, and Western Expats who have worked hard and have created or are in the process of creating wealth for themselves and their families.
They're in the pursuit of success and are high performers in their career or their professions. While savings plans and wealth solutions are top-of-mind along with other investments and expenditures to enjoy and extend one’s success, life insurance was kept on the back burner.
We needed to make the conversation around life insurance distinctive, IN AN UNTAPPED MEDIA CHANNEL AND FORMAT, so people paid attention and understood why it was important.
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 |
DANIA QUAGLIO |
|
EXECUTIVE PRODUCER |
NIMA SAFARI |
|
PRODUCER |
IAN D MURPHY |
|
DIRECTOR/DOP |
ASHRAF MOHAMMADUNNY |
Fp7/dxb |
MOTION ARTIST AND EDITOR |
Salvador Porteria/Rizwan/Amit Borawake/Nikhil |
Fp7/dxb |
Senior Designer/Studio and Retouch artists |
Dominic Fernandes/Rayomand Buhariwalla/Aisha Al Maeeni/Preeti Mundhra |
Emirates Nbd |
Business Marketing Team |
Paul Banham |
Fp7/dxb |
Executive Creative Director |