Emirates NBD
The UK is closer than you think
Speak like your customers, not at them.
Brief
Emirates NBD wanted a radio spot to let UK ex-pats know that they had a great and free way to transfer money back home with competitive rates. But how can an Emirati bank speak to brits?
Idea
We wanted to speak to our customers in a language they’d understand. Not just English, but in cockney rhyming slang to make something as serious and dull as money transfer a little more humorous and making a 'foreign' bank feel a little more understanding to their target audience.
Alternative script
British announcer:
Ahhh, fish and chips on Brighton Beach.
SFX:
Seagulls squawking followed by a flurry of flapping wings.
Then we hear a very British man say “Oi, he nicked my chip he did!”
British announcer:
Watching your beloved team win…
SFX:
Football stadium ambience/cheering. Followed by a whistle being blown.
We then hear a cockney woman in the crowd yell “Oh common, Ref, that’s no penalty!”
British announcer:
…then lose.
Or the incessant queuing for, well, everything!
SFX:
Street ambience.
We then hear a very polite man speak. “Good morning. Lovely weather for queuing, isn’t it?”
British announcer:
…and we mustn’t forget sweating uncontrollably after walking from A to B in the unrelenting sun.
SFX:
Footsteps and a sizzling sound.
We then hear a record scratch.
British announcer:
No, wait. That’s here in Dubai.
Music:
Uplifting/feel good music.
British announcer:
Sometimes it’s tough being British, and away from home, but it’s simple to send money to your loved ones easily and for free in just 60 seconds.
With Emirates NBD DirectRemit, the UK is closer than you think.
Login to Online Banking now to start using DirectRemit today.