To further the National Bonds Corporation’s aspiration to become an iconic brand, H+K conceived and launched a digitally-driven campaign asking the public to share their #SavingsExcuse for a chance to win AED 100,000.
A media audit was conducted in preparation for the campaign launch to source journalists’ ‘excuses’ that were then used to create a unique gift for each reporter to supplement the campaign press kit, which included top-line statistics highlighting the lack of savings in the UAE to drive media headlines.