Emirates NBD were looking to promote their brand to consumers, without following the traditional route of advertising.
Recognising Emirate's NBD long association with the country and trusted reputation, we created a sponsored article on museums in the UAE. The article also coincided with the recent opening of Dubai's 25,000 sq m Etihad Museum, so the topic was timely. Acknowledging the brand's modern approach to convenient consumer banking, we took a multimedia approach to the content, with 3D interactive photography and slideshows adding depth to the stories.
We produced an Emirates NBD-sponsored interactive, multimedia article, which covered 12 important museums in the UAE on GulfNews.com. The content effectively engaged the audience, with users staying on the page for 2:59 minutes on average. With more than 25,000 page views and 22,360 unique views, including 42 per cent of audience coming from mobile, we successfully generated interest in the article. We also promoted the article on social to Gulf News' 675k Twitter followers and on Facebook, where it was shared more than 100 times. With 42 per cent of GulfNews.com readership aged between 25 and 34 and 36 per cent of the audience professionals, we were able to capture the attention of a key demographic for our client.
