2016 Winners & Shortlists

The Brief

The UAE has a problem of physical obesity: “Over 60% of UAE residents are overweight or obese.” (Gulf Business) “Lack of an active lifestyle is a prime cause of obesity in the UAE.” (Intelligent Health) The UAE also has a problem of financial obesity: “UAE residents sucked into a cycle of debt” (The National) “The primary cause of debt is lack of savings” (Emirates 24/7) So, when Emirates NBD, the leading bank, wanted to increase its deposits and its innovative equity, we addressed both problems through a first-of-its-kind mobile banking platform: THE FITNESS ACCOUNT.

Creative Execution

To engage those people who are fitness conscious or wanted to be fitness conscious and had a smartphone, we created THE EMIRATES NBD FITNESS ACCOUNT - the region’s first-ever fitness-based savings account. It tackled the problem of financial obesity and physical obesity through mobile. Given the high penetration of smartphones (according to Google, UAE ranks #1 globally in smartphone penetration), we chose to activate this idea via mobile and smartphones. To increase Emirates NBD's deposits and innovative equity, this idea would get UAE moving and saving, and get the press talking positively about and endorsing Emirates NBD as an innovative bank. We activated usage by promoting the app through an online film, a launch event, digital and social content and 1-to-1 direct marketing with existing mobile banking customers. And partnerships with Fitness First, adidas, Beyond Fitness and MetLife drove usage.

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

(1) 99% positive sentiments (2) $230,000 earned media and counting (3) Received endorsements across local and regional media. Some examples: (a) “A new phase in digital banking as it effectively combines Customers’ health and lifestyle goals with their banking needs.” (Gulf News) (b) “Turn health into wealth with Emirates NBD.” (T3) (c) “Emirates NBD wants you to be fit and healthy.” (Gulf Marketing Review) (4) Winner of EFMA’S innovation award: “An idea whose time has come! Value-based behavior incentives were the one missing piece from wearable device models.” (EFMA & Accenture) (5) In just one month: (a) 53 million steps and counting. (b) AED 16.07 million saved and counting.

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

The Fitness Account was a mobile app from Emirates NBD that got UAE to be physically and financially fit. Seamlessly integrating one’s fitness with one’s savings through gamification and mobile banking devices, it rewarded people for their physical activity and their movement, with higher interest. The more they moved, the more they earned. 0 steps/day = 0.2% interest on their savings, 5000 steps/day = 1%, 12,000 steps/day = 2%. Users needed to open a Fitness Account with Emirates NBD’s mobile app. Sync the app to mobile devices. Set daily goals and move! We promoted it via campaign that made it famous across the UAE through an online film, a launch event, digital and social content and 1-to-1 direct marketing with existing mobile banking customers. Partnerships with Fitness First, adidas, Beyond Fitness and MetLife activated usage.