Emirates NBD: Phil & Mahfouz

Tala Arakji, Inaan Budhiraja, Tahaab Rais

Through innovative use of social media, Emirates NBD grabbed the attention of millennials in the UAE to start a conversation on savings and attract new customers.

Campaign details

Brand: Emirates NBDBrand owner: Emirates NBDAgency: FP7 McCann DubaiMarket: United Arab EmiratesIndustries: BanksMedia channels: Merchandise & free gifts, Online display, Online video, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

Banks are disliked by millennials so how could we get an uninterested audience to use banking group Emirates NBD's savings products? With millennials living their lives for Instagram, the truth is people don't see what you save – they see what you spend.

Emirates NBD's savings products were innovatively crafted to appeal to...

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