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.
