The last of 9

9 contestants, 9 hours and one Aston Martin 'Last of 9' DB9s. Who will be the last one standing and win an all-expenses trip to the Aston Martin Factory and a wild card entry to win the limited edition DB9?

Brief

Emirates NBD was running a promotion where if you opened a new account with them you could go in the running to win a unique and limited edition Aston Martin DB9. The problem was, they did very little to communicate this. How could we let Dubai know about this great opportunity, but also make it something more than just a poster in a branch or social media post?

Idea

We wanted to do something unusual and daring for the banking sector and to engage with the public - but also entertain people online. We created The Last of 9, a challenge with the prize right at the heart of it. A 9-hour endurance of standing and stamina in one of Dubai’s most famous shopping areas, City Walk, with 9 local contestants found via a social engagement campaign and hosted by a famous radio DJ all in front of shoppers and followers online - live.

Shortlist: 2018 Effie Awards - Financial Services

Hosted by Channel 4 Radio Dubai DJ and UK X-Factor finalist JJ Thompson

Live streamed on Emirates NBD’s Facebook page

Live radio stings and updates on Channel 4 FM along with Facebook video posts every hour