Brand | EMIRATES NBD |
Product/Service | CARDS PROMOTION |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Financial & 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
(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.
Explain why the method of promotion was most relevant to the product or service
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 prompts, activated subscriptions and usage for Emirates NBD's credit cards.
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
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 |
Links
Video URL