2016 Winners & Shortlists

THE BEAUTIFUL AFTER

BrandEMIRATES NBD
Product/ServiceRETIREMENT PLANS
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryUse of Promotional Stunts/ Live Advertising / Live Shows / Concerts & Festivals
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES
Production Company MINT MENA Dubai, UNITED ARAB EMIRATES
Production Company 2 ZO PRODUCTIONS Dubai, UNITED ARAB EMIRATES

The Brief

64% of residents in the UAE 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 their children’s future, forgetting their own future. And retirement planning is often left on the backburner. Emirates NBD, a leading bank in the Middle East, wanted to give people a glimpse into their own future so that they start to think about their retirement today. And as a result, increase acquisitions for its retirement plans.

Creative Execution

We made people imagine their own future as if it was right there in front of them, through a unique live activation that got them to plan for their retirement today. We invited unsuspecting spouses to a custom-built corridor, showcasing the special moments of their lives. At the end of the corridor they opened a door to their spouses aged, as if they had walked into their future. A film of the activation was promoted the idea across social media. We enabled couples to take their own retirement vows online and onground via activations. Online retirement calculators enabled prospects to plan effectively.

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

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.

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

'The Beautiful After' got couples to think about their future as if it was right in front of them, reminded them about the importance of thinking about their own future as well, and invest in their retirement. We created the idea as a live experience consisting of a custom-built corridor that helped participants imagine their future as if it were right in front of them and activated consideration for retirement plans. The film of the live experience promoted Emirates NBD's retirement plans. On-ground activations generated retirement vows. Retirement calculators on the website drove lead acquisitions The film was also used as content for relationship managers to attract prospective clients.

Credits

Name Company Role
Josephine Younes Fp7/dxb Creative Director
Nayaab Rais Fp7/dxb Creative Director
Tahaab Rais Fp7/dxb Regional Head of Strategic Planning
Josephine Younes Fp7/dxb Art Director
Nayaab Rais Fp7/dxb Copywriter
Tahaab Rais Fp7/dxb Creative Strategy
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 SENIOR ACCOUNT EXECUTIVE
Dolly Saidy Mint MENA Production Consultant
Ziad Oakes ZO Productions Director
Tania Salha ZO Productions Executive Producer
Ashraf Mohammedunny Fp7/dxb Editor
Joseph Alipio/Rizwan/Nikhil Fp7/dxb Studio artists
Paul Banham Fp7/dxb Executive Creative Director
Dominic Fernandes/Rayomand Buhariwalla/Aisha Al Maeeni/Preeti Mundhra Emirates Nbd Business Marketing Team