Brand | EMIRATES NBD |
Product/Service | RETIREMENT PLANS |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Consumer Services |
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
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 |