2017 Winners & Shortlists

AN UBER RAMADAN

BrandEMIRATES NBD
Product/ServiceCARDS PROMOTION
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

For the first-time ever, we integrated a brand into UBER, as Emirates NBD cardholders who transacted using the app around dusk, would get a special (yet undisclosed) offer. All they had to do was select the specially created ENBD card option, as UBER cars, for the first time changed colour - to Emirates NBD’s blue and yellow. And then, cardholders and users received a generous surprise once dropped at the destination in time for opening their fast … the cost of the ride was revealed to be ZERO Dirhams!

Creative Execution

Along with the free rides, the specially created Uber ENBD option gave them access to a wider range of cars and also, gave them access to upgrades. And as people shared screenshots of their delightful experiences, we earned free social and mobile ads and generous PR. The invitation was then scaled through UBER's direct and mobile channels, as well as through Emirates NBD eCRM channels and mobile app prompts.

(1) 36,045 new users in just 30 days. (2) 110% increase in number of card transactions. (3) 185% increase in volume of card transactions. (4) 401% return on cost for acquired customers - which would be near impossible via any mainstream channel.

This is a case about how a bank gained 36,045 new users for its credit cards during the busiest advertising month of the year, without a single conventional ad campaign. We promoted Emirates NBD's credit cards by partnering with Uber and creating a mobile-led activation that gave Emirates NBD cardholders special access to exclusive cars, upgraded experiences and free rides during Iftar time in Ramadan (when it was difficult to get taxis). This upgraded experience coupled with word of mouth and targeted mobile media channels drove subscriptions and usage for Emirates NBD's credit cards.

Insights, Strategy and the Idea

We addressed an untapped problem through a popular, yet untapped channel: Mobile & Uber. As the sun sets and dusk approaches, people are in a rush to get to homes or restaurants, in time to open their fast. After fasting all day, they prefer taxis to driving. But with most taxi drivers also fasting, taxis are in a shortage around dusk. Through analysing historical Ramadan spends, we observed increasing spends on Uber (with its fleet of non-Muslim drivers). And with Uber, we launched an idea that couldn't be ignored. It helped the bank gain 36,045 new customers without running a single ad in the busiest advertising month of the year.

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
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
Jovir Alipio FP7/DXB Junior Designer
Ashraf Muhammadunny FP7/DXB Motion Artist and Editor
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