Emirates NBD Snapchat - The Local’s Bank Qorus Banking Innovation Awards 2018 - Winner

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.