2016 Winners & Shortlists

EIDIYA TRAVELLING MACHINE

BrandEMIRATES NBD
Product/ServiceBANKING
EntrantSTARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
CategoryCorporate Image & Communication
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Entrant Company STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES

The Brief

Eid is a time for joy & happiness. Friends & Families look forward to festivities - food, sweets, shopping & EIDIYA - An Age old tradition of giving Monetary gifts to the children. As a leading local bank, Emirates NBD wanted to keep the tradition alive. But how could a bank become a part of the Eidiya tradition ?

Creative Execution

The Automated teller machine is designed by banks to dispense cash to customers. What if we could also use it to give back to the community ? Imagine customers going to the ATM to withdraw money and instead they are surprised by Eidiya. And this is exactly what we did. We turned an ATM into an ETM – Eidiya Travelling Machine. The ETM was brought to life in a leading mall on the day of Eid-Al-Adha and surprised & delighted people with this unexpected gesture. A hidden-film crew filmed the whole thing and was turned into a piece of content on Emirates NBD’s social media channels

Describe the success of the promotion with both client and consumer including some quantifiable results

Giving got a new meaning & the ETM has created a huge buzz on social media delivering over 1.2m views on Youtube & Facebook during a short period of time & $123,000 worth of earned media space

Explain why the method of promotion was most relevant to the product or service

We built an Eidiya Traveling Machine – World’s first ever ATM that travels, sings and gives Eidiya to people. On the occasion of Eid-Al-Adha, we got a local Emirati artist for compose a special Eidiya song. The machine sang this to invite people around in the mall and upon pressing a button dispensed cash-filled envelopes as Eidiya.

Credits

Name Company Role
Pauline Rady Starcom MediaVest Group Media Director
Milad Samia Starcom MediaVest Group Senior Media Manager
Mohit Lodha Starcom MediaVest Group Regional Director - Human Experience
Javier Bravo Starcom MediaVest Group Digital Director
Oliver Mathews Starcom MediaVest Group Media Manager
Spiro Malak FP7/DXB General Manager Business Unit
Vicky Kriplani FP7/DXB Account Director
Tahaab Rais FP7/DXB Regional Head of Strategic Planning
Khaled Hamza FP7/DXB Creative Services Director