Motion Graphics Animator
at
FP7/DXB - McCann Worldgroup
Dubai, Emiratos Árabes Unidos
| Título | The Fitness Account |
| Agencia | FP7/DXB - McCann Worldgroup |
| Campaña | The Fitness Account |
| Anunciante | Emirates NBD |
| Marca | Emirates NBD |
| Fecha de primera difusión/publicación | 2015 |
| Sector Empresarial | Banca, finanzas, legislación y seguros |
| Filosofía | 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. |
| Resultado | (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. |
| Medio | Case Study |
| Duración | |
| Banda Sonora | Raghav/Arjun |
| Más información | https://itunes.apple.com/ae/app/emirates-nbd-fitness-app/id1052015587?mt=8 |
| Creative Strategy/Regional Head of Strategic Planning | Tahaab Rais |
| Creative Director/Art Director | Josephine Younes |
| Creative Director/Copywriter | Nayaab Rais |
| Senior Creative Director | Oliver Robinson |
| General Manager - Business Unit | Spiro Malak |
| Director de cuentas | Vicky Kriplani |
| Planificador estratégico | Sameer Islam |
| Responsable de cuentas de agencia | Layan El Hafi |
| Ejecutivo de cuentas | Erna Redzepagic |
| Realizador | Sagar Rege |
| Director de fotografía | Andrew Boulter |
| Productor | Shane Vessaokar |
| Montador | Vishal Munge |
| Montador | Ashraf Mohammedunny |
| Servicing | Puja Chatterjee |
| Miembro del equipo creativo | Rajat Kaura |
| Miembro del equipo creativo | Kunjika Talpade |
| Wardrobe/Production Design/Makeup | Magda Hajduk |
| Wardrobe/Production Design/Makeup | Katarzyna Gajewska |
| Diseño imagen | Syed Umair Ali |
| Studio Artists | Joseph Alipio |
| Studio Artist | Abdul Wahid |
| Miembro del equipo creativo | Rizwan Nikhil |
| Business Marketing | Dominic Fernandes |
| Business Marketing | Aamir Aijaz |
| Business Marketing | Asih Wulansari |