2017 Winners & Shortlists

THE PARENTS SAVINGS PLANS

BrandEMIRATES NBD
Product/ServiceSAVINGS PLANS
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryFinancial & Business Products & Services, Commercial Public Services
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
Production FP7/DXB Dubai, UNITED ARAB EMIRATES

The Campaign

To remind parents to think about themselves too, when they grow up, we created a new product: The Parents Savings Plans. The plans were launched by inviting parents across 20 schools to a surprise “Show & Tell”. We did a first-of-its kind role reversal, where we got children to tell their parents what they expected from their parents with respect to their parents’ future and encouraged them to take care of themselves too.

Creative Execution

Across 20 schools, kids shared wishes for their parents when they grew up. After the "show & tell" sessions, an Emirates NBD representative would be present for parents to know more and sign-up. These wishes were distributed as content across channels as social posts, via direct mail and across ATM screens. All channels led parents to a site that promoted the plans. A calculator helped parents plan for their future too.

Results

(1) Visits by the target segment increased 36% on the website (2) +14% increase in brand awareness (3) +27% increase in acquisitions (4) +15% growth over targets

While parents always think about saving for their children's future, we got parents to save for their own future too, through a new direct marketing channel: Their children. And introduced a new product: The Parents Savings Plans that was promoted through direct response channels.

When it comes to savings, parents invest in their children and focus on securing their children’s future, forgetting about their own. Parents always think about their children’s wellbeing and their future too. But, who has a conversation with them about their own well-being today and their future too? What if we used their biggest influencers, their children, to get them to think about themselves and their own future as a couple too? The product that we launched (The Parents Savings Plans) for Emirates NBD gave us the ideal opportunity.

Credits

Name Company Role
Paul Banham FP7/DXB Executive Creative Director
Tahaab Rais FP7/MENA Regional Head of Strategic Planning / Creative Strategy Director
Josephine Younes FP7/DXB Creative Director / Art Director
Josephine Younes FP7/DXB Creative Director / Art Director
Nayaab Rais FP7/DXB Creative Director / Copywriter
Oliver Robinson FP7/DXB Senior Creative Director
Spiro Malak FP7/DXB General Manager – Business Unit
Vicky Kriplani FP7/DXB Account Director
Sameer Islam FP7/DXB Strategic Planning Manager
Layan El Hafi FP7/DXB Account Manager
Erna Redzepagic FP7/DXB Senior Account Executive
Razan Jalloul FP7/DXB Account Manager
Nizar Sfair Nizar Sfair Director
Dolly Saidy FP7/DXB Production
Ashraf Muhammadunny FP7/DXB Editor