2016 Winners & Shortlists

The Brief

Life is unpredictable; it's important to be prepared. But, almost 64% of UAE residents don't have a life insurance policy to protect their family’s financial future. Emirates NBD, a leading bank, offers comprehensive life insurance solutions. To acquire more customers, we didn’t want to resort to typical scare tactics that were ineffective in marketing life insurance in the region. We needed to make the conversation around life insurance distinctive, IN AN UNTAPPED ACTIVATION CHANNEL AND FORMAT, so people paid attention and understood why it was important.

Creative Execution

We launched an unconventional, live experience activation, where we picked moments in life when people were travelling (an anxious moment) and showed them messages from their families sharing how much their presence mattered. Thus, highlighting the importance of life insurance. The experiences were filmed and seeded on YouTube and Facebook. Additional individual stories from the live activation became social branded content. Direct communication extended the message to more people at peak flying times. ATM screens at airports positively provoked people on the move. Personalised communication with sketched messages from children of customers, compelled existing customers. Emirates NBD's website acquired leads.

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

We changed the conversation around Life Insurance: (1) 2 million+ unique online views (50% organic); becoming the most watched life insurance content ever in MENA. (2) 96% positive sentiments. (3) +444% plans sold. (4) Revenue increased +126%. (5) Annualized premium increased +148%.

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

As an idea, When you are gone..., used activation channels and mechanisms that were unique in MENA to promote Emirates NBD's Life Insurance solutions: (a) A live activation compelled participants to respond to messages from their families and sign up for life insurance plans. (b) The film of the live activation led touched viewers to the website to sign up as leads, who were then converted into customers. (c) The personalized communications with sketches from children of Emirates NBD customers, compelled existing customers emotionally to inquire more about life insurance solutions. (d) ATM screens at airports and other contact ads further drove awareness and acquisition.