Situation: The UAE didn’t just face the Covid-19 pandemic in 2020, it also grappled with a cyber pandemic. Phishing attacks increased by a whopping 250%, with 600,000 attacks reported in Q2 alone.

Brief: Build on Emirates NBD’s awareness approach from the previous year and cover topics beyond just banking fraud. Take a more educational yet entertaining approach to highlight the new Covid-19 frauds and protect people against them.

Objectives:

1. Reach most of the population of the UAE with the main message.

2. Establish Emirates NBD as a bank that is at the forefront of tackling fraud.

3. Engage with audiences across all possible touchpoints.

The campaign ignited nationwide virality, with 12,293,800 people actively engaging with the campaign. The efforts were organically picked up and shared by prominent media outlets, driving a total earned media value of $2,184,648. Additionally, the campaign had tangible long-term business impact driving a 3.6% uptick in brand recall.