2019 Winners & Shortlists

EIDIYA EXPRESS

BrandEMIRATES NBD
Product/ServiceMEPAY
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse of Mobile
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement SPARK FOUNDRY Dubai, UNITED ARAB EMIRATES
Production BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

While our mobile banking app provides great ease and convenience to customers, our more traditional clientele in the Emirati community still choose cash over digital transactions. To change this mindset, we had to go beyond advertising and reach them directly at a point of transaction where we could help them ease into a new way of banking.

Background.

Today, 74% of UAE consumers have adopted online and mobile banking as their ‘bank of choice’. But there’s a vital part of the population that continues to sit on the fence and still believe that cash is king. The Emirati community. As a leading local bank, how could we change this conventional mindset while empathizing with their values.

Describe the creative idea.

During the celebration of Eid al-Fitr, it is customary for older family members to give cash gifts called ‘Eidiya’ to young ones. A practice that’s been around for centuries. This Eid, we gave it an exciting makeover. By turning mePay, our instant money transfer tool into Eidiya Express - The first ever digital platform to send and receive Eidiya.

Describe the strategy.

The data was collected from the Banks own monitoring of consumer spends and trends. The primary target group was the older generation of Emiratis, while the secondary target group were Muslims living in the country. While even the older generation of our TG have on an average more than one smart phone, the usage of mobile banking was very low. By connecting a tradition that’s all too familiar with technology, we managed to break the traditional mindset.

Describe the execution.

A quirky online film featuring an All-Emirati cast and crew set the ball rolling. We follow a bunch of kids who are curiously surprised at finding their Eidiya envelopes from Grandpa empty. They’re convinced that the old man’s losing his memory, but in fact, he’s one step ahead of them. This combined with Print, Radio and e-mailers to our customers helped spread the word. The app was re-designed during the Eid week to include celebratory emojis, a complete rebranding of the skin and intuitive customer journey.

List the results.

Double Digit growth in unique transactions with 99% being Emiratis. 25% Increase in app downloads during the month 20% Increase in brand love Film viewed over 3 million times in one week Shared by prominent influencers of UAE organically

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Dubai Chief Creative Officer
André Nassar Leo Burnett Dubai Regional Executive Creative Director
Akhilesh Bagri, Sidney Araujo Leo Burnett Dubai Creative Directors
Anirudh Shiva Leo Burnett Dubai Copywriter
David Celis Leo Burnett Dubai Art Director
Shadi Khermasho Leo Burnett Dubai Arabic Copywriter
Monica Gayed Leo Burnett Dubai Junior Graphic Designer
Eric Patrao Leo Burnett Dubai Junior Graphic Designer
Ramzi Sleiman Leo Burnett Dubai Regional Communication Director
Hafsa Qureshi Leo Burnett Dubai Account Director
Fabienne Naggear, Lama Mosallem, Aciel Awada Leo Burnett Dubai Communication Executives
Ahmed Hassan Leo Burnett Dubai Head of Traffic
Shereen Mostafa Leo Burnett Dubai Head of TV Production
Elham Abi Rached Leo Burnett Dubai TV Producer
Kimberly Douglas Leo Burnett Dubai Planner
Big Kahuna Big Kahuna Production House
Ali Mostafa Big Kahuna Films Director
Vikram Krishna ENBD EVP, Head of Group Marketing & Customer Experience
Mai Cheblak ENBD VP, Group Social Media
Hazem Bagh ENBD Social Media
Spark Spark Media
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