Emirates NBD, a leading bank in the region, announced today that the case study of the Awesome Travelling Machine and its innovative video, had won two Golds and one Silver at the recently concluded 2013 Midas Awards, making the UAE the only country in the Middle East to have won an award, at the prestigious global awards for excellence in financial marketing and advertising.
Shortlisted in three categories at the 2013 event, the Awesome Travelling Machine case study won in all three, to bag the Gold Midas for the Guerrilla/Alternative Media (Use of Medium category) and the Low-budget (<$100,000USD) (Use of Discipline category), in addition to the Silver Midas in the Corporate Image (Products & Services) category.
Held in New York, the Midas Awards honour the World's Best Financial Marketing & Advertising, and is the only international competition to recognise excellence in financial marketing & advertising on a global scale.
“At Emirates NBD, we fully understand that customers need to feel confident about our capability to handle their most important assets, and accordingly tailor our messages to continuously build and grow this relationship,” said Vikram Krishna, Head – Group Marketing and Customer Experience, Emirates NBD. “We are delighted to win the Midas Awards for the Awesome Travelling Machine, which has been one of our most innovative and successful campaigns to date, emphasising the corporate message that Emirates NBD is always at hand to offer value-added services to its customers, particularly through the largest network of ATMs in the UAE.”
“We are also justifiably proud that this win has enabled the UAE to become the only country in the Middle East, and the only country from Asia, apart from India, to win at the 2013 Midas Awards,” he added. “Indeed, the Awesome Travelling Machine case study won two Midas Golds, out of a total of 28 awarded across the world.”
This is not the first award that the Awesome Travelling Machine has won, since Emirates NBD first launched the creatively filmed video that captured the reactions of mall visitors to the Awesome Travelling Machine on its YouTube channel early this year. It walked away with two bronze awards at the Dubai Lynx, the premier awards honouring creative excellence for MENA’s advertising and communications industry, which forms part of the Prestigious Lions Festivals stable, which includes the Cannes Lions.
The innovative marketing initiative, which underlined the bank’s easy accessibility and reach to its customers, was exhibited at a Dubai-based mall for two days, and emphasised the message that Emirates NBD’s ATMs are never far away. The video has already received more than 2,070,702 views since it was first launched on the bank’s YouTube channel.
Founded in 2001, Midas Awards recognise marketing and advertising campaigns in the categories of product & services, Craft, Use of Medium and Use of Discipline and the winners receive shiny, hefty ingot trophies to display on their awards shelves. The competition extends over regional, national and continental boundaries to provide a true worldview of advertising and corporate communications in the international financial community, and is judged by a jury comprising of the world’s best talent across agency and client. The Midas Awards panel of judges includes client and agency leaders from the creative and marketing disciplines, as well as internationally recognized experts in financial policy and communications, who offer their perspectives not only on how well a message is delivered, but how it is received.