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%.
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.
Personalized 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 in the process of creating wealth for themselves and their families.
They are 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.
Regional Head of Strategic Planning
General Manager - Business Unit
Senior Strategic Planner
LAYAN EL HAFI
SENIOR ACCOUNT EXECUTIVE
IAN D MURPHY
MOTION ARTIST AND EDITOR
Dominic Fernandes/Rayomand Buhariwalla/Aisha Al Maeeni/Preeti Mundhra