2017 Winners & Shortlists

Brief Explanation

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. For Emirates NBD, a leading bank in UAE, we made people stop and imagine their own future as if it was right there in front of them - by transporting them 30 years into their future by aging their partners, through a unique live experience and got couples to plan for their retirement today. A film consisting of people’s experiences from the live activation, titled “The Beautiful After” was shared on social media (YouTube & Facebook), becoming the most talked about financial advertising idea from the region. To allow UAE couples who couldn’t participate in the experience that we filmed, we created a social photo gallery on Facebook, that got people to age themselves and share with their partners. We extended the idea by introducing a unique hashtag: #RetirementVows; people took Retirement Vows on Facebook. On-ground activations in-malls and in-branches enabled the same. We also created a digital retirement calculator to help them plan accurately for their retirement. Effectiveness: 1) +90% plans sold 2) +84% revenues 3) 26:1 (Revenue: AED spent on marketing) 4) $430,000 earned media value 5) +6% UAE residents saving for retirement. (Source: Emirates NBD Business Performance Reports)