2016 Winners & Shortlists

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.