Gamification case study: Emirates bank rewards exercise with better savings via fitness app

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Emirates NBD bank made smart use of gamification to promote its savings accounts, by rewarding customer that kept fit with better interest rates via a mobile app.


The challenge

Over 60% of UAE residents are overweight or obese, with a lack of an active lifestyle and a cycle of debt causing the crisis. So, when Emirates NBD, the leading bank in the UAE, wanted to increase its deposits, they created a first-of-its-kind mobile banking platform that could help people get physically and financial fit. Emirates NBD Fitness Account:

The solution

The bank created the region's first-ever fitness-based savings account that rewards people with higher savings for every move they make, through gamification and mobile devices.

The app listed six steps to better savings, listed below:

• Step 1: Open a fitness account with Emirates NBD's mobile app.

• Step 2: Sync the app to compatible mobile devices.

• Step 3: Set daily goals in number of steps.

• Step 4: Get moving and earn up to 2% interest everyday.

• Step 5: The more you move, the more you earn: 0 steps/day - 0.2%; 5,000 steps/day = 1%; 12,000 steps/day = 2%.

• Step 6: Follow your progress daily.

The results

An integrated campaign made it famous across UAE. Strategic partnerships with fitness brands drove usage. $230,000 earned media. 99% positive sentiments.

In just 1 month, 53 million steps and counting; and AED 16.07 million saved and counting.

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