2020/2021 Winners & Shortlists

Background

- Taking a personal loan in the UAE is about immediate gratification viz. empowering a person’s ability to get access to things and experiences today. The category is very well aware of this and chooses to play up its relevance through typical fulfillment scenarios of – furnishing homes, ability to pay for one’s marriage, ability to pay school / college fees. We were no different. This category needed a fresh lens of relevance and that was the key ask for the campaign.

The Interpretation of the Challenge (30% of vote)

The audience in the region is known for traveling. With the majority of the workforce being expats, travel usually means going back home. That apart, they also take leisure trips abroad. Our investigation showed that a small number of them were already taking loans to travel. This got us thinking: What if we could expand this group? This led us to our bulls eye audience - families who take leisure trips abroad. To them travel isn’t defined by just the need to unwind but is an investment, the returns of which is defined by the impact it has in shaping their kids. (Opening their minds to local cultures, cuisines, adventure). This group was willing to stretch themselves financially if it meant a better experience for their children.

The Insight / Breakthrough Thinking (30% of vote)

Why were parents willing to stretch themselves when it came to travel ? Why was travel so important? Research pointed to a key frustration amongst parents that their children had an ‘indoor upbringing’ with disproportionate time spent in front of screens (largely driven by local weather conditions). Travel was a way to introduce them to an environment where beautiful experiences await them. Travel gave them a better parenting opportunity. It assuaged their guilt. This led us to the insight : Travel is not just a family outing but a tool for better parenting’

The Creative Idea (20% of vote)

#Playground Earth Every child is a product of her/his playground. In a playground that has nothing engaging to offer, children turn listless, disinterested, distracted. But take the case of playgrounds that stoke a child's sense of discovery. They turn children into curious individuals who are better able to channel their interests and energy. How do you find a playground that will enrich your child? Travel. Expose them to the world's playgrounds of culture, art, food, music and more. We used the simple reference of playgrounds to bring the insight to life and tap into the motivation of parents to be better parents through travel. We launched the idea with polls on Facebook, Instagram and Twitter that got parents to voice their concern on indoor upbringing . We then launched with our film on these social channels encouraging parents to use travel as a tool for good parenting.

The Outcome / Results (20% of vote)

30% jump in personal loan submissions in dollar value during our campaign period as compared to the same period last year. Over 4 million views of the video in one month of launch. 8 times increase in website visits over forecasted number during the campaign period. 29% view through rate of the video on Youtube v/s previous campaign benchmarks of 12%.