2016 Winners & Shortlists

Brief Explanation

64% of residents in the UAE do not save for retirement. With rising costs of living and raising a family, retirement planning is no longer a priority. People tend to focus on their immediate needs and their children’s future, forgetting their own future. Emirates NBD - a leading bank - wanted to help people plan for life after work and increase acquisitions for its Retirement Plans. We invited unsuspecting spouses to a corridor that showcased the special moments of their lives. At the end of the corridor they opened a door which led to their beautiful after.

Results and Effectiveness

The idea became the most talked about financial advertising idea on social media. It started a conversation that got people to imagine their future as if it was right there in front of them. (1) It generated $330,000 earned media for an investment of $100,000 and was also featured and recognised on international sites like Adweek, Little Things, Design Taxi, TrendHunter and many more. (2) 15% increase in plans sold. (3) 22% over average monthly sales. (4) 42% increase in interactions. (5) 14% increase in Emirates NBD’s brand index scores.

Creative Execution

So, we created a unique, innovative live experience that got people to think about their future and life after retirement. A film promoted the experience across social media. The idea became the most talked about financial advertising idea on social media. The film was also promoted by Emirates NBD's relationship managers to prospective clients. Specially crafted retirement vows were shared with prospects. And we also enabled couples to take their own retirement vows online and onground via activations. The WOM generated helped the idea travel further. Retirement calculators online enabled prospects to plan effectively.

Insights, Strategy and the Idea

We wanted to open minds of audiences across the UAE to the importance of retirement planning and channel that interest towards Emirates NBD, generating acquisitions for the bank’s Retirement Plans. Instead of launching our campaign with one-way communication that they were used to and had developed ad apathy towards, we wanted to create a disruptive media idea; to encourage people to imagine their future, the lives they would be leading and the moments they would be sharing or re-sharing when they crossed over to life after work and after retirement.