The UAE has a problem of physical obesity:
“Over 60% of residents are overweight or obese.” (Gulf Business)
“Lack of an active lifestyle is a prime cause of obesity in UAE.” (Intelligent Health)
The UAE also has a problem of financial obesity:
“Residents sucked into a cycle of debt” (The National)
“The primary cause of debt is lack of savings” (Emirates 24/7)
So, when Emirates NBD, the leading bank, wanted to increase its deposits and innovative equity, we addressed both problems through a first-of-its-kind mobile banking platform.
Introducing: THE EMIRATES NBD FITNESS ACCOUNT - the region’s first-ever fitness-based savings account.
Results and Effectiveness
(1) 99% positive sentiments
(2) $230,000 earned media and counting; received endorsements across local and regional media. Examples:
(a) “A new phase in digital banking as it effectively combines customers’ health and lifestyle goals with their banking needs.” (Gulf News)
(b) “Turn health into wealth with Emirates NBD.” (T3)
(c) “Be fit and healthy with Emirates NBD.” (GMR)
(4) Winner of EFMA’S innovation award: “An idea whose time has come! Value-based behavior incentives were the one missing piece from wearable device models.” (EFMA & Accenture)
(5) In 1 month:
(a) 53 million steps and counting.
(b) AED 16.07 million saved.
The Fitness Account was launched as a mobile app across Apple's distribution network; featuring primarily on the iTunes Store.
An integrated campaign made it famous through an online film, a launch event, digital and social content and 1-to-1 direct marketing with existing mobile banking customers.
Partnerships with Fitness First, adidas, Beyond Fitness and MetLife drove usage.
Insights, Strategy and the Idea
We wanted to target those people who are fitness conscious or wanted to be fitness conscious. And had a smartphone (73.8% of UAE's mobile consumers carrying smartphones; highest in the world).
The Fitness Account seamlessly integrates one’s fitness with one’s savings through gamification and mobile banking devices.
Users needed to open a Fitness Account with Emirates NBD’s mobile app. Sync the app to compatible mobile devices. Set daily goals in numbers of steps. The more they moved, the more they earned: 0 steps/day = Earn 0.2% interest on your savings, 5000 steps/day = 1% interest, 12,000 steps/day = 2% interest.
Creative Strategy/Regional Head of Strategic Planning