Brand | EMIRATES NBD |
Product/Service | MEPAY |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Integrated Mobile Campaigns |
Idea Creation
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Placement
|
SPARK FOUNDRY Dubai, UNITED ARAB EMIRATES
|
Production
|
BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
|
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
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 |
Shereen Mostafa |
Leo Burnett Dubai |
Head of TV Production |
Ahmed Hassan |
Leo Burnett Dubai |
Head of Traffic |
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 |
Links
Video URL