Brand | EMIRATES NBD |
Product/Service | RETIREMENT PLANS |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Creative Effectiveness |
Idea Creation
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Placement
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
PR
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Production
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
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)
Credits
Tahaab Rais |
FP7/MENA |
Regional Head of Strategic Planning / Creative Strategy Director |
Paul Banham |
FP7/DXB |
Executive Creative Director |
Josephine Younes |
FP7/DXB |
Creative Director / Art Director |
Nayaab Rais |
FP7/DXB |
Creative Director / Copywriter |
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 |
Ziad Oakes |
ZO Productions |
Director |
Erna Redzepagic |
FP7/DXB |
Senior Account Executive |
Nizar Sfair |
Nizar Sfair |
Director |
Dolly Saidy |
FP7/DXB |
Production |
Ashraf Muhammadunny |
FP7/DXB |
Editor |
TANIA SALHA |
ZO PRODUCTIONS |
EXECUTIVE PRODUCER |
JOSEPH ALIPIO/RIZWAN/NIKHIL |
FP7/DXB |
STUDIO ARTISTS |