Emirates NBD - "When You are Gone"

FP7/DXB - McCann Worldgroup

FP7/DXB - McCann Worldgroup Dubai, United Arab Emirates

Awards

8452

Brand: Emirates NBD
Country: United Arab Emirates

Advertiser: Emirates NBD

Title	When You are Gone
Agency	FP7/DXB - McCann Worldgroup
Campaign	When you are Gone
Advertiser	Emirates NBD
Brand	Emirates NBD
Date of First Broadcast/Publication	2016 / 3
Business Sector	Insurance
Philosophy	Life is unpredictable; it's important to be prepared. But, almost 64% of UAE residents don't have a life insurance policy to protect their family’s financial future. Emirates NBD, a leading bank in the region, offers comprehensive life insurance solutions. To acquire more customers, we didn’t want to resort to typical scare tactics that were ineffective in marketing life insurance here. We wanted to remind people how they never, ever want their loved ones to feel like they’re not around, even when they are gone. We focused on why one’s life matters and help people realise the need for life insurance. Creative Execution We launched an unconventional, live experience activation, where we picked moments in life when people were travelling (an anxious moment) and showed them messages from their families sharing how much their presence mattered. Thus, highlighting the importance of life insurance. The experiences were filmed and seeded on YouTube and Facebook. Additional individual stories from the live activation became social branded content. Direct contact ads extended the message to more people at peak flying times. ATM screens at airports reached people on the move. Personalised direct mailers and eDMs with messages from families compelled existing customers. Emirates NBD's website acquired leads.Insights, Strategy and the IdeaWe were talking to Arab, Asian, and Western Expats who have worked hard and have created or are in the process of creating wealth for themselves and their families. They're in the pursuit of success and are high performers in their career or their professions. While savings plans and wealth solutions are top-of-mind along with other investments and expenditures to enjoy and extend one’s success, life insurance was kept on the back burner. We needed to make the conversation around life insurance distinctive, IN AN UNTAPPED MEDIA CHANNEL AND FORMAT, so people paid attention and understood why it was important.
Result	We changed the conversation around Life Insurance: (1) 2 million+ unique online views (50% organic); becoming the most watched life insurance content ever in MENA. (2) 96% positive sentiments. (3) +444% plans sold. (4) Revenue increased +126%. (5) Annualized premium increased +148%.
Media Type	Television
Length	126 seconds
Creative Director	Josephine Younes
Creative Director	Nayaab Rais
Regional Head of Strategic Planning	Tahaab Rais
Art Director	Josephine Younes
Copywriter	Nayaab Rais
Creative Strategy	Tahaab Rais
General Manager - Business Unit	Spiro Malak
Account Director	Vicky Kriplani
Senior Strategic Planner	Sameer Islam
Account Manager	Layan El Hafi
Account Executive	Erna Redzepagic
Production Consultant	Dolly Saidy
Executive Producer	Dania Quaglio
Producer	Nima Safari
Director/DOP	Ian D Murphy
Editor	Ashraf Mohammedunny
Senior Designer/Studio and Retouch artists	Salvador Porteria
Senior Designer/Studio and Retouch artists	Rizwan Nikhil
Senior Designer/Studio and Retouch artists	Amit Borawake
Business Marketing Team	Dominic Fernandes
Business Marketing Team	Rayomand Buhariwalla
Business Marketing Team	Aisha Al Maeen
Business Marketing Team	Preeti Mundha
Executive Creative Director	Paul Banham