2017 Winners & Shortlists

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.

(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 across the UAE to save for their own future too, through their biggest influencers: Their children. A cross-channel campaign consisting of on-ground activations, digital content, retail marketing and online tools launched a new product that we created for Emirates NBD.

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.