2018 Winners & Shortlists

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

Client/BrandEMIRATES NATIONAL BANK OF DUBAI
Product/ServiceLIV.
EntrantR/GA LONDON, UNITED KINGDOM
Type of EntryUse of Mobile
CategoryMobile Apps
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 UAE’s 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

THE IDEA 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. HOW IT WORKS The experience is driven by data and and an understanding of human behaviour. It gets to know you, from the very first time you use it. What food you like, what entertainment you’re into, and what activities you engage in. It learns that you stop at the same coffee shop everyday around 8am to pick up a flat white, it figures out you check-in at the gym every Thursday for your weekly yoga class. Via the integration of partner APIs, Liv. delivers a curated feed of discounts, offers and experiences: taxis, shops, restaurants, gigs and getaways – all served up throughout the day, according to your location and activity. Your Wallet enables you to split the check, pay bills with a tap and request money from friends. Liv. categorises your transactions, allowing you to understand your spending patterns and manage your expenses so you can budget more effectively.

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 SOLUTION 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. Liv. is mobile-first retail bank that puts the customer front and centre.

Credits

Name Company Position
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
Links
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