Invisible Heirs.
Most women in Pakistan never receive the inheritance they're entitled to. Mobilink Bank added an inheritance calculator to its app and launched it with a film showing women 'hidden in plain sight' at family moments.
- العلامة التجارية
- Mobilink Bank
- الوكالة
- RevX
- السوق
- باكستان
- المنطقة
- عالمي
- السنة
- 2024
التحدي
The entry cites figures that only 3% of women in Pakistan receive their rightful inheritance and 1% own property. Mobilink Bank, part of VEON, wanted to raise awareness and give women a practical tool.
الفكرة
The Inheritance Calculator in the Mobilink Dost app and on the bank's website lets anyone work out their inheritance rights. A film by RevX showed women missing from weddings, family portraits and inheritance disputes. It ran on social media with influencers and was picked up by 43 news channels and 33 blogs, the entry says.
النتائج
- 81 million impressions and 34 million views in the first 15 days, according to the Dubai Lynx entry
- Account openings up 103% month on month and female user engagement up 31%, by the entry's figures
- The calculator was used 161% more than any other feature in the app, the entry says
مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖
الجوائز
- Dubai Lynx 2025Creative Strategy – Corporate Purpose & Social Responsibilityفضية
فريق العمل
- Idea creation and production
- VEON - Mobilink Bank
- الوكالة الإبداعية
- RevX
- مبدع، execution and production, RevX/Madnest
- Shaheryar Ghayas
- Copy/Concept, RevX
- Waqar G
- المدير الفني، RevX
- Khalid Nawaz
- المدير الفني، RevX/Madnest
- Uzair Mahboob
- المدير الفني، RevX/Madnest
- Shahmurad Shabbir
- مدير الحساب، RevX
- Nimra Rafiq
- Project ideation, VEON - Mobilink Bank
- Hande Asik
