Emirates NBD’s public service advertisement recognised by BAI Global Innovation Awards for innovation in Marketing

Emirates NBD’s public service advertisement recognised by BAI Global Innovation Awards for innovation in Marketing

  • It Wasn’t Me” anti-phishing campaign bags financial services industry’s leading innovation honour

Dubai, UAE, 25 April 2021: Emirates NBD, a leading banking group in the MENAT (Middle East, North Africa and Turkey) region, has won the prestigious BAI Global Innovation Award in 2020 for Marketing innovation for its #SecureYourAccount “It Wasn’t Me” anti-phishing campaign. The campaign was part of the bank’s ongoing efforts to raise public awareness on banking security.

The BAI Global Innovation Awards is the financial services industry’s leading innovation honour that showcases forward-thinking financial services organisations that accept the challenge to disrupt not only the industry, but also their own best efforts. The awards recognize outside-the-box thinking in breakthrough technologies, state-of-the-art design and implementation, as well as cutting-edge concepts and solutions that positively impact customer experience, efficiency and profitability.

Together, as a joint public service initiative with Dubai Police and Government of Dubai, Emirates NBD’s #SecureYourAccount “It Wasn’t Me” campaign featured a short film about a victim to a fraud, narrated to the tune of Grammy Award-winning musician Shaggy’s chart-topping track ‘It wasn’t me’. Using humour, the film effectively reminded customers that a bank would never ask for customers’ personal details such as online or mobile banking credentials and password, card PIN or the three-digit CVV number on the back of the card and to remain vigilant about fraudulent emails, links, websites or calls to protect themselves against potential fraud.

Commenting on the win, Shayne Nelson, Group CEO, Emirates NBD said: “We are honoured to be recognised for marketing innovation on a highly competitive global stage. While banks and the financial services industry invest significantly in safeguarding digital assets, equally a whole lot of work needs to be done to raise awareness about the pitfalls of cybercrime and issues such as phishing that consumers all over the world are falling prey to.

“At Emirates NBD, we take this issue very seriously and our campaign was motivated to amplify efforts beyond the traditional email, SMS, website banners and other screen messages to create visible positive impact.”

As the video went viral with more than 11 million views, influencers and viewers also created their own renditions on platforms such as TikTok. The video earned greater than 56 million impressions and received over 95,000 reactions and comments on social media.

Nelson added: “As Emirates NBD expands its operations in Saudi Arabia, Egypt, India, Turkey, UK and China, our objective remains to educate all banking customers on how to protect themselves from cybercriminals. Humour and music are great tools to make campaigns memorable and we look forward to continue delighting our customers and the wider community with creative educational content that achieves results.”


About Emirates NBD

Emirates NBD (DFM: Emirates NBD) is a leading Banking Group in the MENAT region. As at 31st December 2020, total assets were AED 698 Billion, (equivalent to approx. USD 190 Billion). The acquisition of DenizBank represents a significant milestone for Emirates NBD with the Group expanding its presence to 13 countries, servicing over 14 million customers. The Group is ranked among the top 20 in the Forbes’ list of the World’s Best Regarded Companies, securing a leading spot among global brands.

The Group has a significant retail banking franchise in the UAE and is a key participant in the global digital banking industry with 94% of all financial transactions and requests conducted outside of its branches. The Group announced the creation of E20., a digital business bank for entrepreneurs and SMEs while Liv., the lifestyle digital bank for millennials continued to be the fastest growing retail proposition in the UAE. Emirates NBD was named ‘UAE’s Best Bank’ in 2020 for a fifth consecutive year by Euromoney. In addition, Emirates NBD received the ‘Excellence in Leadership in the Middle East’ award, introduced this year in light of the Covid-19 impact, as a recognition of its efforts in responding to the Covid-19 crisis. The Bank is ranked 87th in The Banker’s list of the World’s Top 1,000 Banks.  Emirates NBD was named ‘Bank of the Year – UAE 2020’ for the sixth year and ‘Bank of the Year – Middle East 2020’ for the third time by The Banker. In addition, Emirates NBD has been assessed as the ‘Strongest Bank in the UAE’ and ‘Fifth Strongest Bank in the Middle East’ by The Asian Banker 500 Largest and Strongest Banks Rankings.

The Group has operations in the UAE, Egypt, India, Turkey, the Kingdom of Saudi Arabia, Singapore, the United Kingdom, Austria, Germany, Russia and Bahrain and representative offices in China and Indonesia with a total of 915 branches and 4,029 ATMs / SDMs. The Group has a large social media following, being the only bank in the Middle East ranked among the top 20 in the ‘Power 100 Social Media Rankings’, compiled by The Financial Brand for 2019. Emirates NBD is a major player in the UAE corporate segment and has strong Islamic banking, investment banking, private banking, asset management, global markets & treasury and brokerage operations.

Emirates NBD is an active participant and supporter of the UAE’s main development and community initiatives, in close alignment with the UAE government’s strategies, including financial literacy and advocacy for inclusion of People with Disabilities under its #TogetherLimitless platform. The Group is recognised for the pioneering efforts in employee volunteering and corporate social responsibility by IMPACT2030, the corporate volunteering arm of the United Nations. Emirates NBD Group is a Premier Partner and the Official Banking Partner for Expo 2020 Dubai.

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