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Congratulations to the finalists of the 2017 BAI Global Innovation Awards for Innovation in Marketing.

These finalists have designed or enhanced original marketing campaigns supported by cutting-edge deployment tactics and techniques. Finalists listed in alphabetical order include:


#creaimagin: co-creation of a new product with customers on Instagram, the millennial social network

#creaimagin establishes the basis for how to stimulate customer engagement on social networks by promoting participation in a co-creation process. This type of new product creation strategy has been strengthened with the success of #creaimagin, since new contracts multiply for the simple reason that the product was created by a customer. It also strengthened brand engagement, going viral organically among the user base.

Emirates NBD Bank

Uber Ramadan Campaign: An Innovative Viral Campaign

Emirates NBD, in partnership with Uber, launched “An Uber Ramadan” campaign. The campaign was launched during Ramadan in 2016 to offer Emirates NBD cardholders complimentary rides between the peak traffic hours of Iftar on weekends.

This was the first time a second party was integrated regionally within the Uber vehicle view, where customers could slide the curser and choose ENBD as a ride. On this vehicle view, all cars appeared ‘blue and yellow’ to represent Emirates NBD. Customers simply had to select this color car and then enjoy a ride at no cost.

Yapı Kredi

Self Service World: Data Monetization Platform for Businesses

Self Service World (SSW) is a campaign management platform enabling world merchants to design and communicate their own campaigns using Yapı Kredi’s cardholder data. As a best practice of data monetization, SSW uses big data to create additional benefits for customers and generate revenue for the bank through discounts and other types of campaigns.