2018 Winners & Shortlists

LIV. - THE ONLY FULLY DIGITAL LIFESTYLE BANK IN THE UAE

BrandEMIRATES NATIONAL BANK OF DUBAI
Product/ServiceLIV.
EntrantR/GA LONDON, UNITED KINGDOM
CategoryCreation of a new Brand Identity or Rebrand / Refresh of an Existing Brand
Idea Creation R/GA LONDON, UNITED KINGDOM

The Campaign

When Emirates National Bank of Dubai asked us to completely re-imagine what banking could be for Millennials, we set out to craft a service that could inspire the same emotional attachment & habitual use as Spotify, Netflix and Amazon. So we created Liv. – the first lifestyle banking platform. Unlike the form-filling, statement-heavy apps to which we’ve become accustomed, it feels premium and dynamic. Liv. adapts to you and your routine, getting to know your favourite lunch spot, your coffee order – using what it’s learned to serve relevant value, every day. Liv. puts life back into banking.

Creative Execution

Traditional banks tend to use hard, straight edges that call to mind steps, stages and blocks. It was super important for us to create a brand that steered well clear of these corporate tropes and implications, to really get across the versatility and flexibility of Liv., and instantly communicate this is so much more than a bank. The colourful, rounded, continuous-line identity transforms into a thread that runs through every touchpoint, connecting campaigns and events directly to the service, creating a seamless experience that mirrors modern life – one made up of moments, not transactions. Every element of the brand was design to adapt to the user. Liv. learns about the things you do and recognises the places you go, taking into account the time of day. It uses these insights to improve the quality of its service, and the quality of your life.

Indication of how successful the outcome was in the market

Liv. - the only fully digital lifestyle bank in the UAE. A far cry from the form-filling, statement-heavy apps to which we’ve become accustomed. Liv. feels premium - rich and alive, drawing users in not once a month, but daily. Far exceeding ENBD projections of 10,000 new customers in its first year, it’s now approaching 100,000 – eclipsing even their main bank’s new customer sign-ups. Users are very positive about Liv. too, giving it a 4.5 star rating on the app store. It’s reached No. 1 in the finance category and been featured numerous times on the discovery page. By learning about you, understanding your day-to-day and delivering contextual value, Liv. puts life back into banking.

THE PROBLEM Millennials live fast and multitask, they prioritise experiences over things. What’s on offer from traditional banks is self-serving and hasn’t changed for years – it isn’t personal or proactive. THE IDEA So we designed a new bank: Liv. – the only fully digital lifestyle bank in the UAE. From the name, brand and service design, to the technical architecture that enables a truly personal experience, as well as the rapid rollout of updates which ensure continual user engagement. A mobile-first retail bank that puts the customer front and centre.

Credits

Name Company Role
Chris Williams R/GA Media Ltd Group Creative Director
Ben Brown R/GA Media Ltd Group Production Director
David Jakes R/GA Media Ltd Associate Creative Director
Julen Saenz R/GA Media Ltd Visual Designer
Links
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