| 标题 | When You are Gone |
| 广告公司 | FP7/DXB - McCann Worldgroup |
| 广告战役 | When you are Gone |
| 广告主 | Emirates NBD |
| 品牌 | Emirates NBD |
| 首次发布日期 | 2016 / 3 |
| 行业领域 | 保险 |
| 哲学 | 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. |
| 结果 | 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%. |
| 媒体类别 | 电视 |
| 长度 | |
| 创意总监 | Josephine Younes |
| 创意总监 | Nayaab Rais |
| Regional Head of Strategic Planning | Tahaab Rais |
| 美术指导 | Josephine Younes |
| 文案 | Nayaab Rais |
| Creative Strategy | Tahaab Rais |
| General Manager - Business Unit | Spiro Malak |
| 客户总监 | Vicky Kriplani |
| Senior Strategic Planner | Sameer Islam |
| 客户经理 | Layan El Hafi |
| 客户主管 | Erna Redzepagic |
| Production Consultant | Dolly Saidy |
| 执行制片 | Dania Quaglio |
| 制片 | Nima Safari |
| Director/DOP | Ian D Murphy |
| 剪辑师 | 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 |
| 执行创意总监 | Paul Banham |
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