Brand | EMIRATES NBD |
Product/Service | THE EMIRATES NBD FITNESS ACCOUNT |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Mobile Applications |
Entrant Company
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Production Company
|
LIWA ADVERTISING Dubai, UNITED ARAB EMIRATES
|
Production Company 2
|
MILES STUDIOS Dubai, UNITED ARAB EMIRATES
|
Creative Execution
Users need 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.
Users can get moving and earn up to 2% interest. The more you move, the more you earn: 0 steps/day = Earn 0.2% interest on your savings, 5000 steps/day = 1% interest, 12,000 steps/day = 2% interest.
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.
(1) 99% positive sentiments
(2) $230,000 earned media and counting
(3) Received endorsements across local and regional media. Some 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) “Emirates NBD wants you to be fit and healthy.” (Gulf Marketing Review)
(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 just one month:
(a) 53 million steps and counting.
(b) AED 16.07 million saved and counting.
The UAE has a problem of physical obesity:
“Over 60% of UAE residents are overweight or obese.” (Gulf Business)
“Obesity rates in the UAE are increasing.” (Gulf News)
“Lack of an active lifestyle is a prime cause of obesity in the UAE.” (Intelligent Health)
The UAE also has a problem of financial obesity:
“UAE residents sucked into a cycle of debt” (The National)
“UAE residents lament falling into debt traps” (Gulf news)
“The primary cause of debt is lack of savings” (Emirates 24/7)
So, when Emirates NBD, the leading bank in the UAE, wanted to increase its deposits and its 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.
It seamlessly integrates one’s fitness with one’s savings through gamification and mobile banking devices.
Credits
Tahaab Rais |
Fp7/dxb |
Creative Strategy/Regional Head of Strategic Planning |
Josephine Younes |
Fp7/dxb |
Creative Director/Art Director |
Nayaab Rais |
Fp7/dxb |
Creative Director/Copywriter |
Oliver Robinson |
Fp7/dxb |
Senior Creative Director |
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 |
ACCOUNT EXECUTIVE |
Sagar Rege |
Liwa Advertising |
Director |
Andrew Boulter |
Liwa Advertising |
DOP |
Shane Vessaokar |
Liwa Advertising |
Producer |
Vishal Munge/Ashraf Mohammedunny |
Liwa Advertising/FP7DXB |
Editor |
Raghav/Arjun |
Liwa Advertising |
Music |
Puja Chatterjee |
Liwa Advertising |
Servicing |
Rajat Kaura/Kunjika Talpade |
Liwa Advertising |
Creative |
Magda Hajduk/Katarzyna Gajewska |
Liwa Advertising |
Wardrobe/Production Design/Makeup |
Syed Umair Ali |
Liwa Advertising |
Animation |
Joseph Alipio/Abdul Wahid/Rizwan Nikhil |
Fp7/dxb |
Studio artists |
Dominic Fernandes/Aamir Aijaz/Asih Wulansari |
Emirates NBD |
Business Marketing Team |
Links
Mobile URL