2016 Winners & Shortlists

The Campaign

OPPORTUNITY: 64% of UAE residents 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 the future of their children, 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. TRUTH: Retirement isn’t an ending, but a new beginning for the rest of your life. CREATIVE STRATEGY & EXECUTION: We made people stop and imagine their own future as if it was right there in front of them. 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 partners aged to look as if they were 60-70 years old, waiting for them in their beautiful after. A film of the idea was promoted across social media. The idea became the most talked about financial advertising idea on social media. Specially crafted retirement vows were shared with prospects. And we also enabled couples to take their own retirement vows online and onground via activations. Retirement calculators online enabled prospects to plan effectively. EFFECTIVENESS: The idea generated $330,000 earned media for an investment of $100,000 and was also featured and recognized on international sites like Adweek, Little Things, Design Taxi, TrendHunter. +15% plans sold +42% in online interactions +14% in Emirates NBD’s brand index scores

The Brief

Emirates NBD - a leading bank - wanted to help people plan for life after work and increase acquisitions for its Retirement Plans. We wanted to show people that retirement isn’t an ending, but a new beginning for the rest of your life. And as a result of our idea, we wanted to create conversations between couples across the UAE about their futures and their lives after retirement.

Execution

A film promoted the idea 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.

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 recognized 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 score.

The Strategy

We made people stop and imagine their own future as if it was right there in front of them - by transporting them into their beautiful after, through a unique live experience and getting them to plan for their retirement today. 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.