About
The local's bank showing UAE nationals that Emirates NBD is one of them, getting them to relate to the brand and bank with them. Through a personal and direct medium, Snapchat, Emirates NBD created timely immersive experiences, playing an active role in fueling emotional moments that unified Emiratis.
Innovation presentation
Emirates NBD was lagging amongst a very small yet profitable segment: UAE nationals. Bound by regulatory restrictions and a history of expat targeted communication, Emirates NBD was perceived as being the bank for expats. Thus, UAE nationals struggled to relate to the bank. Emirates NBD needed to go beyond geographic constraints and connect to UAE nationals proving they are ONE OF THEM. Being the most digitally focused bank, we turned to an untapped medium: Snapchat. Emirates NBD created timely immersive experiences, to fuel emotional moments that unify Emiratis. And so, Emirates NBD successfully won Emirati’s hearts, significantly growing Emirati Business.
Emirates NBD needed Emiratis, a profitable business target, to believe they are a relatable local bank, while battling low physical visibility and negative brand perceptions.
Emiratis are proud of their traditions and needed to feel a sense of camaraderie between Emirates NBD and themselves.
Through a personal and direct medium, Snapchat, Emirates NBD created timely immersive experiences, playing an active role in fueling emotional moments that unified Emiratis.
UAE nationals needed to feel a sense of camaraderie between Emirates NBD and themselves. They had no immediate connection to the bank geographically and the communication never addressed them, so naturally the bank was alien.
Banking is a delicate industry, and personal experiences play a big role in developing a bond*. With no visibility, and direct contact to UAE nationals, other local banks were preferred over Emirates NBD thus winning the majority of local business.
With the banking restrictions, Emirates NBD had to be present where the UAE nationals were.
Uniqueness of the project
Across these occasions we launched a series of Snapchat lenses and filters that created a branded experience that drove Emirates NBD closer to the target.
On Ramadan Emirates NBD was the first brand to use dayparting, where during any given time of the day, the filter displayed was relevant to what people were doing at the time. Content was created according to user’s data and behavioral insights, communicating different messaging during day and night through the decorative filters that had Ramadan wishes on them.
On Eid we light heartedly played with concept of “ediyia” (monetary gift given on Eid), by creating a lens that placed a branded ATM on the user’s face, as well as decorative filters and even a ‘secret filter’ that gave 11 lucky users a chance to win an actually “ediyia” from Emirates NBD!
On Emirati Women’s Day we launched Snap filters that celebrated the day through emotional quotes for different rulers.
On Flag Day we helped people decorate their faces and Snaps with the red, white, green and black.
On Commemoration Day we launched a special campaign that played on the nostalgic and sentimental request called by the rulers of the UAE for all citizens to renew their Emirati Oath. The campaign helped Snappers renew their oath on the app through a Snap lens that recited the oath for them. By using Snap codes that directly take you to the lens, we invited everyone to join through our social platforms, website, and even offline in branches and direct SMS as well outdoor billboards across the country.
Finally, on National Day we celebrated the significant day with the Emiratis
Through a very personal and direct medium, Snapchat, Emirates NBD created immersive experiences where the brand could play an active role in fueling emotional moments that unified UAE nationals.
