The UAE is often referred to as a transient nation. A place where people come for a few years to work before moving on. Given the ‘hop on, hop off’ nature of the Middle East’s business hub, insurance is frequently the last thing on people’s minds. Compounding the situation is the fact that the insurance literature available to targets is dry, long-winded and riddled with fine print. The brief from Mashreq Bank sought to address these issues by bringing the benefits of its insurance offering directly into the lives of targets. The brief’s objective was not only to put Mashreq Insurance on the UAE map, but establish it within the hearts and minds of its residents, with a translatable increase in enquiries by 10%.

We dispatched Ice Cream vans across the UAE, which insured the ice cream they sold to kids for up to 10 minutes. Whenever an Ice Cream was sold to a child, we put a Mashreq Ice Cream Insurance sticker on his or her shirt, allowing us to identify them. Given the UAE’s hot weather, even in April when the campaign was implemented, we knew that many of the kids would face accidents in the form of ice cream scoops slipping off their cones. Whenever this unfortunate happenstance befell a child, we swiftly replaced his or her ice cream with a new one, much to the delight of both kids and parents, before sharing a concise leaflet with targets in which Mashreq’s Insurance offering was further detailed.

We dispatched Ice Cream vans across the UAE, which insured the ice cream they sold to kids for up to 10 minutes. Whenever an Ice Cream was sold to a child, we put a Mashreq Ice Cream Insurance sticker on his or her shirt, allowing us to identify them. Given the UAE’s hot weather, even in April when the campaign was implemented, we knew that many of the kids would face accidents in the form of ice cream scoops slipping off their cones. Whenever this unfortunate happenstance befell a child, we swiftly replaced his or her ice cream with a new one, much to the delight of both kids and parents, before sharing a concise leaflet with targets in which Mashreq’s Insurance offering was further detailed.