We Know Who You Are
Dubai First
Issue 7 | July 2008
Agency
Bates PanGulf
Creative Team
Richard Nugent – Creative Director;Prasanna Hegde – Creative Group Head;Rajaram Ojha – Art Director
Production Team
Shahid Mahmood - Studio Coordinator
Other Credits
Aziz Memon – Executive Vice President;Ayesha Khan – Senior Account Director
Date
August 2007
Background
The challenge was to get new customers to sign up for Dubai First Credit Card, using its enhanced protection against identity theft through Photo-ID as a selling point.
Idea
To emphasise the importance of security against identity theft, Dubai First sent out a simple mailer to the target audience. The package was delivered by courier and the recipients were asked to sign for it as record of receipt. The mailer consisted of a letter thanking them for signing the courier form and stating that the senders now have all their details including the signature and how it could be misused. The letter went on to state how easy it is to steal someone's identity and hence the recipient should sign up with Dubai First Credit Card as it offers enhanced protection through Photo-ID.
Results
4.5% of the target audience signed up for a Dubai First credit card in the first three months of the campaign.
Target Audience
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Size
Approximately 4,000 customers for the first three months of the campaign.
Our Thoughts
Problem: how can you bring to life the simple proposition that with most credit cards, security is not all it might be? Simple. Get them to sign for a package and, once the messenger has gone, thank them for signing away their identity. This idea won the direct Grand Prix at the Dubai Lynx awards and I expect it to do well at plenty of other international awards shows too. How fantastic to see that great work can, and does, now come from anywhere.