EIDIYA TRAVELLING MACHINE
Brand | EMIRATES NBD |
Product/Service | BANKING |
Entrant | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Category | Corporate Image & Communication |
Advertising Agency
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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Media Agency
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Entrant Company
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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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
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 |