
The A/C Vests
Emirates NBD
Issue 41 | December 2016
Agency
FP7/DXB (part of McCann Worldgroup) & MediaVest Spark
Creative Team
Creative Strategy & Copywriter Tahaab Rais DOP, Cameraman Editor, Motion Artist Ashraf Muhammadunny
Production Team
Regional Head of Strategic Planning Tahaab Rais Senior Strategic Planner Sameer Islam General Manager Business Unit Spiro Malak Account Director Vicky Kriplani Associate Vice President, Group Media and Social Mai Cheblak Account Manager Layan El Hafi Senior Account Executive Erna Redzepagic Media Director Pauline Rady Senior Media Manager Milad Samia Media Manager, Execution Oliver Mathews
Date
June 2016
Background
Emirates NBD's Business Banking division was looking for an innovative way to attract new SME clients from the construction business.
In the UAE, construction was proceeding at an incredible pace. For the workers, in a region where temperatures could soar to 50°C, the conditions were harsh.
Idea
During Ramadan, as a mark of respect to the workers who have to fast throughout the long hot days, NBD couldn't turn the heat down. But they could help the workers deal with it better.
The A/C vests were made from an innovative cooling fabric which needed to be submerged in water. Absorbing the water, the jackets reduced the temperature for labourers by between 5° and 7° for six to eight hours.
Over 1,000 vests were given to migrant workers and many more were ordered as businesses across the region picked up on the idea.
Results
The labourers loved the new vests and shared comments online such as: "This vest is really effective in beating the heat. It should be given to all labourers in Dubai and back in my home country too"
The branded film about the A/C vests was shared across social media, generating much positive sentiment for Emirates NBD. It was the most-viewed film from a banking brand in the region in the year.
It engaged business banking customers to such an extent that new-to-bank business accounts increased by +20.72%
Over five million people were reached in the UAE. It was the most liked and shared content ever for Emirates NBD. For example, on Facebook - Likes: 25,432; Comments: 1,270; Shares: 13,027; Impressions: 11,955,828; Reach: 3,983,191
The A/C vests were featured on TrendHunter as well as on leading TV and print news channels, online and offline.
40 organizations from the UAE and Saudi Arabia and South Africa have contacted Emirates NBD to get and implement the vests.
Our Thoughts
This is the only advertising campaign Emirates NBD have run in 2016, but tracking studies show a rise in unprompted awareness of the brand as well as an increase in the number of new customers.
What that tells us is that brands today communicate more through what they do than in what they say. Of course, PR becomes ever more important as the means by which they can let everyone know exactly what it is they are doing, especially if what they are doing is altruistic and worthy.
According to the Cause Marketing Forum, 91% of consumers in the UK say they are likely to switch to a brand if it supports a good cause. It seems that the same is true in the UAE.