Syed Umair Ali
Motion Graphics Animator at FP7/DXB - McCann Worldgroup
Dubai, 阿拉伯联合酋长国
标题The Fitness Account
广告公司
广告战役 The Fitness Account
广告主 Emirates NBD
品牌 Emirates NBD
首次发布日期 2015
行业领域 银行、金融、法律和保险
哲学 The UAE has a problem of physical obesity: “Over 60% of UAE residents are overweight or obese.” (Gulf Business) “Obesity rates in the UAE are increasing.” (Gulf News) “Lack of an active lifestyle is a prime cause of obesity in the UAE.” (Intelligent Health) The UAE also has a problem of financial obesity: “UAE residents sucked into a cycle of debt” (The National) “UAE residents lament falling into debt traps” (Gulf news) “The primary cause of debt is lack of savings” (Emirates 24/7) So, when Emirates NBD, the leading bank, wanted to increase its deposits and its innovative equity, we addressed both problems through a first-of-its-kind mobile banking platform. Introducing: THE EMIRATES NBD FITNESS ACCOUNT - the region’s first-ever fitness-based savings account. It seamlessly integrates one’s fitness with one’s savings through gamification and mobile banking devices. Users needed to open a Fitness Account with Emirates NBD’s mobile app. Sync the app to compatible mobile devices. Set daily goals in numbers of steps. Users can get moving and earn up to 2% interest. The more you move, the more you earn: 0 steps/day = Earn 0.2% interest on your savings, 5000 steps/day = 1% interest, 12,000 steps/day = 2% interest. An integrated campaign made it famous through an online film, a launch event, digital and social content and 1-to-1 direct marketing with existing mobile banking customers. Partnerships with Fitness First, adidas, Beyond Fitness and MetLife drove usage. 99% positive sentiments, $230,000 earned media and growing: “A new phase in digital banking as it effectively combines Customers’ health and lifestyle goals with their banking needs.” (Gulf News) “Turn health into wealth with Emirates NBD.” (T3) “Be fit and healthy with Emirates NBD.” (Gulf Marketing Review) Won EFMA’S innovation award. In just 1 month: 53 million steps and counting, and AED16.07 million saved. 
结果 (1) 99% positive sentiments (2) $230,000 earned media and counting (3) Received endorsements across local and regional media. Some examples: (a) “A new phase in digital banking as it effectively combines Customers’ health and lifestyle goals with their banking needs.” (Gulf News) (b) “Turn health into wealth with Emirates NBD.” (T3) (c) “Emirates NBD wants you to be fit and healthy.” (Gulf Marketing Review) (4) Winner of EFMA’S innovation award: “An idea whose time has come! Value-based behavior incentives were the one missing piece from wearable device models.” (EFMA & Accenture) (5) In just one month: (a) 53 million steps and counting. (b) AED 16.07 million saved and counting. 
媒体类别 案例研究
长度
Soundtrack Raghav/Arjun
更多信息 https://itunes.apple.com/ae/app/emirates-nbd-fitness-app/id1052015587?mt=8
Creative Strategy/Regional Head of Strategic Planning
Creative Director/Art Director
Creative Director/Copywriter
Senior Creative Director
General Manager - Business Unit
客户总监
战略企划
客户经理
客户主管
导演
摄影指导
制片
剪辑师
剪辑师
Servicing
创意团队
创意团队
Wardrobe/Production Design/Makeup
Wardrobe/Production Design/Makeup
动画
Studio Artists
Studio Artist
创意团队
Business Marketing
Business Marketing
Business Marketing

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