With our WPP partner agencies JWT and Mirum, H+K worked with National Bonds to deliver a thought-provoking campaign to help instil a savings culture in the UAE by actively engaging and educating the public on the common barriers to saving.

The digitally-driven campaign asked the public to share their #SavingsExcuse for a chance to win AED 100,000. Influencers were engaged to create content to drive the campaign, including Virgin radio DJ Kris Fade, comedian Wonho Chung and social commentator Khalid Al Ameri, all sharing their ‘excuse’ across social media using their own unique tone of voice.

Using our media relations network, we uncovered journalists’ excuses in order to create a unique gift for each reporter which was sent to them alongside the campaign press kit. Activity was supplemented by an above-the-line activation across Dubai, Abu Dhabi, and Sharjah.

60 pieces of coverage and strong influencer engagement – including 258,721 views on one post alone – resulted in 3,361 new business leads for National Bonds. As a direct response to our campaign, the National Bonds regular savings portfolio grew by 28 percent.

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