2017 Winners & Shortlists

THE AC VESTS

Gold

Case Film

Presentation Image

Client/BrandEMIRATES NBD
Product/ServiceBUSINESS BANKING
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
Type of EntrySectors
CategoryFinancial & Business Products & Services, Commercial Public Services
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Idea Creation 2 MEDIAVEST|SPARK Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement 2 MEDIAVEST|SPARK Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
Production FP7/DXB Dubai, UNITED ARAB EMIRATES

The Campaign

We created a product that kept labourers cool and gave them the feeling of air-conditioning using a cooling agent that was available everywhere they went – water. “The AC Vests”: a product idea that positively changed how labourers took the hot and humid weather conditions on, and also became an effective media channel for Emirates NBD to show it understood the problems of SMEs, had solutions for those problems and as a result, helped the bank start conversations with SMEs in the UAE.

Creative Execution

“The AC vests” are unique vests made of a special cooling fabric, different from the typical safety vests that labourers wear during the summer heat, and from cooling jackets worn by athletes that were available in the market. With cooling mechanisms and refrigeration facilities being non-existent on construction sites and the relentless hot weather not allowing for cooling material or jackets to remain cool, these vests are designed to work with something that is easily available at every site: Water.   All that needs to be done is to submerge the vests in water. And the special polymer-blend fabric absorbs up to 340% of its weight in water, distributes it uniformly for around 8 hours of cooling (a typical working shift for a labourer in the UAE) and reduces body temperature by 5-7 degrees (centigrade). The lining contains the water within the vests, keeping them dry on the outside.

Results

(1) 2000 AC Vests were funded by Emirates NBD, becoming a channel to reach construction firms. (2) 5 million people watched the film, in a country of 10 million. (3) $750,000 earned media value for a total cost of $50,000. (4) Famous news and media platforms covered the idea: Sky News Arabia, Abu Dhabi TV, City 7 News, Khaleej Times, Gulf News, Emirates Business, Gulf Today, 7 Days, Al Khaleej, Al Bayan, Arabian Industry, Zawya, Arabian Marketer, Eye of Dubai, Dubai City Guide, Dubai Eye, Hit 967 and 89.1 Radio 4. (4) The idea received positive media sentiments too: “Technology to benefit workforces” (MSN), “High-tech apparel for labourers’ comfort” (Construction Week), “Low-cost tech reduces body heat” (TrendHunter) (5) +67% higher equity vs. competition. (6) 40 leading organizations with outdoor workforces opted to implement the idea. (7) 150+ new constructions accounts opened during the first 2 months; +21% growth in acquisitions.

This is a case that shows how helping labourers face high temperatures during the unbearable summer, helped a bank engage UAE's growing construction industry and attract new clients; vs. unsuccessfully pushing banking plans to construction firms like other banks were doing through conventional media channels. With an innovative product idea as the direct marketing channel coupled with content marketing tactics across channels, we made the brand more famous, more respected and more attractive to construction firms, as more construction clients were acquired by the bank.

The Problem: There is no effective way for labourers to keep themselves cool in the face of the relentless heat and humidity. Cooling mechanisms and refrigeration facilities are virtually non-existent on construction sites and the relentless hot weather does not allow for cooling material or ice jackets that were brought in from the camps to remain cool on the construction sites. They lie in the shade during the breaks, wet a cloth or a hand towel with water and place it on their heads to remain cool. The only cooling solution available is water. The Inspiration: “At least we have coolers and AC (air-conditioning) in the camps during the heat; but outside we don’t even have AC (air-conditioning) to keep us cool.” (Ahmed, a construction labourer) The Strategy: Since we couldn’t change the weather conditions around them, what if we empowered them to take those conditions on?

Credits

Name Company Position
Tahaab Rais FP7/MENA Regional Head of Strategic Planning / Creative Strategy Director
Vicky Kriplani FP7/DXB Account Director
Pauline Rady MediaVest Spark Director - Media
Oliver Mathews MediaVest Spark Senior Manager – Media, Production & Execution
Milad Samia MediaVest Spark Associate Director - Media
Ashraf Muhammadunny FP7/DXB Director of Photography, Motion Artist and Editor
Paul Banham FP7/DXB Executive Creative Director
Josephine Younes FP7/DXB Creative Director / Art Director
Tahaab Rais FP7/DXB Film Director
Vicky Kriplani FP7/DXB Film Director
Nayaab Rais FP7/DXB Creative Director / Copywriter
Oliver Robinson FP7/DXB Senior Creative Director
Spiro Malak FP7/DXB General Manager – Business Unit
Tahaab Rais FP7/MENA Film Director
Vicky Kriplani FP7/DXB Film Director
Tahaab Rais FP7/MENA Screenplay Writer
Vicky Kriplani FP7/DXB Production & Execution
Sameer Islam FP7/DXB Strategic Planning Manager
Navya Sajeevan MediaVest Spark Manager – Media
Aleesha Syyed MediaVest Spark Executive - Media
Sameer Ketkar FP7/DXB Senior Designer, Illustration, Typography
Layan El Hafi, Erna Redzepagic FP7/DXB Account Management
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