2020/2021 Winners & Shortlists


Product/ServiceLIV. BANK

Why is this work relevant for Integrated?

Liv. Bank's "We gave away an island" campaign was to last for 6 months, and was to help fulfil multiple objectives for the brand, including awareness, acquisition, and retention. As such, multiple strategic touchpoints needed to be leveraged to ensure sustainability and avoid consumer boredom. Our focus as a digital bank was our own social media channels, but we also cross promoted on publisher websites and leveraged influencers. PR played a big role along with strategically placed bridge banners, and ATM/Branch window branding Radio spots and RJ mentions were also utilized, along with activations at events and various office locations.


In early 2019, Liv. had reached a milestone– 200,000 customers in the UAE in less than 3 years. Having already given away a Tesla the previous year, we needed an activation idea that would surpass what we had done so far, and get the whole UAE talking about it. Our objectives were to: - Attract a batch of new customers – 100,000 new customers by end of 2019 - Get the ones we already had to spend more and save more – by 2x each - Establish a habit for more people to login to the app on a daily basis – 10% more logins each month We also had to do it on a budget: only around $300,000 (including the prize money) for a 6-month campaign. That averaged out to $50,000 a month only. Not much when you’re trying to be the talk of the town!

Describe the creative idea

We did the unbelievable on the most unbelievable day of the year. On April 1 2019, we announced that we were giving away an island. Most people didn’t believe us, for obvious reasons. But it was true. How could one of our customers get the chance to become the new owner of an island, AND AED 100,000? Simple: we brought back livions, Liv.’s loyalty points that could be collected when users saved, spent, or interacted with the app. The more livions they collected, the more chances they had to enter the draw to become one of the 20 finalists who could win the island. At the end of the 6 month campaign, one winner became the new owner of their very own island, and Liv. Bank exceeded each and every expectation.

Describe the strategy

The approach was simple: go as crazy and as wild as possible and do what other banks do NOT do. Keeping in mind that Dubai and the UAE are known for doing the biggest, wildest, and firsts of so many things, the task was daunting at best. The team got together for a workshop to list down all potential giveaway ideas. Amongst the 5 shortlisted were a trip to the North Pole, a free private jet ride, another Tesla, free flights on Emirates Airlines. for 5 years, and, an island. The island was finally selected as a prize due to its novelty factor and potential to generate a lot of buzz. To top it all off, we announced that we were giving it away on April 1st, the most unbelievable day of the year.

Describe the execution

We announced our Island giveaway on April 1st on social media, and got RJ's talking about our prank. We then encouraged customers to start collecting Livions loyalty points via several pieces of communication on social media under the “Who wants to be a Livionaire” banner. We capitalized on events and occasions, such as Ramadan, Eid and summer travels to further encourage the use of the app and the card. We leveraged influencers who were sent inflatable boats to announce the island giveaway on their pages and keep reminding people of the draw. Bridge banners, radio spots, and ATM and window branding at Emirates NBD branches were also part of our mix. 20 finalists were selected by way of a draw which saw them battle it out in a game of dice. Our other customers also got to participate by playing a digital game to win instant prizes.

List the results

The results of our campaign surpassed all expectations! In 6 months, we got 100,000 new customers, doubling our initial objective of 100,000 customers by end of 2019. We also got Liv. customers to quadruple their debit card usage and spends (we had planned on doubling that number), and lastly, we increased app logins by 30% per month – versus our planned 10% increase. And in terms of buzz generated? The PR coverage alone was worth 2 million dollars! Plus we managed to generate 2 million engagements on social, 6 times higher than Mashreq Neo, our closest competitor, and 18 times higher than Payit. An April Fool’s joke that went way further than anyone’s expectations…


Name Company Role
Buraq Basam Netizency Social Media Executive
Mher Krikorian Netizency Head of Content
Elise Maalouf Netizency Multimedia Designer
Ali Faheem Netizency Multimedia Designer
Tamara Habib Netizency Business Director
Ali Faheem Netizency Multimedia Designer
Saheer Muhammad Netizency Graphic Designer
Elise Maalouf Netizency Multimedia Designer
Tamara Habib Netizency Business Director
Saheer Muhammad Netizency GRAPHIC DESIGNER
Walid Sanjad Netizency SOCIAL MEDIA MANAGER
Social Media URL