Emirates NBD: James Jefferson – Creating a Fraudster to Reduce Frauds

Aakriti Goel, Tahaab Rais

Emirates NBD, a bank, launched a campaign in the UAE to reach 30%, engage 5 million people, generate earned media of $500,000, improve brand recall and influence a positive long-term impact.

Campaign details

Brand: Emirates NBDBrand owner: Emirates NBDEntrant company: Leo Burnett - United Arab EmiratesIdea creation: Leo Burnett DubaiMarket: Middle East & North AfricaSector: Financial servicesMedia channels: Virtual & augmented reality, Social media, Radio & audio, Websites & microsites, Online video, LivestreamingBudget: Up to 500k

Executive summary

In the midst of COVID-19, another pandemic was on the rise.

Online phishing attacks in UAE increased by a whopping 250%, with 600,000 attacks reported in Q2 alone.

To cope with the growing incidence of fraudulent activity,...

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