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