Emirates NBD / UAEFilm · Social · Experiential
Report Fraud, So Fraudsters Won't Survive.
Emirates NBD and Dubai Police took on fast-changing scams with a music video, social education content, workshops and influencers, and made reporting fraud simpler.
- Brand
- Emirates NBD
- Agency
- Leo Burnett Middle East
- Market
- UAE
- Region
- GCC
The challenge
Fraudsters kept changing tactics, making scams harder to spot, and the usual fraud warnings had become repetitive and stopped landing.
The idea
The bank set out to reach the whole UAE population, who spend more than eight hours a day online, with a music video at the centre, backed by educational social content, in-person workshops and influencer partnerships, run in collaboration with Dubai Police. Leo Burnett Middle East is the agency credited by Campaign Middle East.
Results
- Reached nearly half of the UAE population, according to the WARC case summary
- Brand value KPIs tripled, according to the case summary
Case study source: MMA Smarties (WARC) Source ↗
Awards
- MMA Smarties MENA 2025 Gold
Credits
- Creative agency
- Leo Burnett Middle East
- Partner
- Dubai Police
