2016 Winners & Shortlists

WHEN YOU ARE GONE...

Bronze

Case Film

Presentation Image

BrandEMIRATES NBD
Product/ServiceLIFE INSURANCE PLANS
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryConsumer Services
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

Name Company Role
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 Mohammedunny Fp7/dxb 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