2022 Winners & Shortlists

Background

First Abu Dhabi bank wanted to launch a new travel card. A card that lets you use miles on 500,000 hotels and 800 airlines. And well, we’re in the middle of a pandemic. So, how do we show people they can have endless choices when they’re stuck at home?

Describe the strategy

The target audience for the campaign were people who were prone to travel after travel restrictions were lifted and the pandemic started reducing its impact on the world. We wanted to get those people who were longing for a vacation to have a sense of freedom and feel like this card was a worthy thing to pick up.

Describe the execution

By creating an interactive film that let them choose where their journey led by simply clicking on the frame. Various flights, hotels and destinations could be experienced in a truly interactive and clutter-breaking experience.

List the results

In only a few months in, the campaign gathered impressive results like 500K+ views, a 57% watch rate until the end and an average of 14 interactions per video watched. In comparison to other film campaigns, this performed extremely better and showed that the strategy and idea of adding interactivity to the campaign paid off.