Past Winners

2015 Winners & Shortlists

HEY FUTURE ME...

Grand Prix

Case Film

Presentation Board

ClientEMIRATES NBD
ProductCHILDREN'S SAVINGS PLANS
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
Type of EntryDirect: Strategy
CategoryAcquisition & Retention
TitleHEY FUTURE ME...
Product/ServiceCHILDREN'S SAVINGS PLANS
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES
Production Company MINT MENA Dubai, UNITED ARAB EMIRATES

The Brief

To reach and acquire affluent parents, Emirates NBD, Middle East’s leading bank, sought to help them learn about their children’s real dreams, aspirations and uncertainties about their future and increase acquisitions for its children’s savings plan.

Creative Execution

We created a new acquisition channel for Emirates NBD to promote its children’s Savings Plans that was untapped hence, effective. It was based on a real truth, played a meaningful role and was hence, very believable. It has enabling Emirates NBD to strengthen and extend its retail distribution network for its Children’s Savings Plans as well as for additional products like Life Insurance, to schools via newer chapters of “Hey Future Me…” potentially aiming to expand it even to the Ministry of Education in 2015. The idea retained and endorsed the Emirates NBD brand’s real human stories approach towards communication.

Describe the creative solution to the brief/objective.

All children think about their future. But, 73% of parents in the UAE have not had a conversation with their children about their future. We created “Hey Future Me…” - a social experiment where we asked children to send a message to their future selves. And while the children spoke to their future selves, their parents watched. We targeted children with this social experiment via leading schools in the country, enabling affluent parents to learn about their children’s real aspirations and resultantly, increase acquisitions for Emirates NBD’s children’s savings plan, under its Priority Banking proposition.

Results

(1) +34% increase in online visits for savings plans. 40% engagement > regional benchmarks. (2) 20% increase in savings plans vs. 2013 i.e. 10% growth over targets. (3) The video of the experiment became 2014’s most shared video by a Middle Eastern bank. (4) The video, as a B2B marketing tool, generated partnerships with UAE’s leading schools including networks (ex: GEMS and Raffles). (5) The idea became a part of curriculums. Children across schools participated. (6) Student engagement programs, such as ‘Banker For A Day’ were launched. (7) The idea travelled across social media with parents sharing the “Hey Future Me…” messages of children.

Credits

Name Company Position
Tahaab Rais FP7/DXB Head Of Strategic Planning And Insights
Josephine Younes FP7/DXB Associate Creative Director
Nayaab Rais FP7/DXB Associate Creative Director
Josephine Younes FP7/DXB Art Director
Nayaab Rais FP7/DXB Copywriter
Tahaab Rais FP7/DXB Creative Strategy
Spiro Malak FP7/DXB General Manager Business Unit
Vicky Kriplani FP7/DXB Account Director
Mary Tauk FP7/DXB Account Manager
Erol Salcinovic FP7/DXB Design Director
Dolly Saidy MINT MENA Production Consultant
Mario Atallah/Nevine Kanj MINT MENA Senior Producer
Hikmat Wehbe W/Studio Director
Daniel Sheridan W/Studio Producer
Montasser Abou Saadah W/Studio Dop
Dominic Fernandes Emirates NBD Head Of Business Marketing
Preeti Mundhra Emirates NBD Senior Marketing Manager
Rayomand Buhariwalla Emirates NBD Marketing Manager
Aisha Al Maeeni Emirates NBD Senior Marketing Manager
Ashraf Mohammedunny/Aurangzaib Zafar FP7/DXB Editor/Motion Artist
Paul Banham FP7/DXB Executive Creative Director