Emirates NBD Dnata Platinum Credit Card
Category: Best Credit Card
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Emirates NBD Dnata Platinum Credit Card
Name of company: Emirates NBD
Name of product: Emirates NBD Dnata Platinum Credit Card. The product is a co-branded credit card between
Emirates NBD and Dnata Travel Services.
Name of category entered: Best Credit Card
Unique product features / Unique product benefits
1. Guaranteed 10% rewards on purchases made at Dnata – the product is the first and only credit card in the
market with this offering.
2. Unlimited Airport Lounge Access – the product provides unlimited access to airport lounges in Dubai and Abu
Dhabi offering convenience to the discerning traveler
3. Double Rewards for all international retail spends – which gives a 3% savings to international travelers
4. Rewards for all Domestic retail spends – customers earn points to the tune of 1.5% of their retail purchases
outside of Dnata
5. Travel Insurance – customers get free travel insurance of up to AED 1 million
6. Flexibility of Redemption – customers can redeem Dnata points for travel on over 130+ airlines, offering
immense flexibility and savings for the value seeking cardholder
7. Instalment Payment Option – purchases at Dnata can be converted to easy instalments at 0% interest rate
8. Special travel offers at Dnata – Customers will benefit from special bargain deals on international travel and
weekend breaks round-the-year, thereby providing huge savings on regular travel
The most important aspect of the product is the unsurpassed value it offers in terms of savings and
flexibility. The program allows for redemption of any number of points, for any travel service (including a
choice of over 130 airlines), at any time (since the points are evergreen).
How is the product distributed or offered to clients:
The bank has established multiple channels to help interested customers apply easily for the product.
Interested customers can choose to apply as per their convenience through any of the multiple channels, which
include –
1. SMSing “TEN” to 4456
2. Calling the 24/7 Customer Service helpline
3. Filling-in the details on bank’s website www.emiratesnbd.com
4. Visiting the nearest branch
5. Meeting any of the dedicated salespersons
6. Completing a ‘Lead Form’ at Dnata outlets
The product is sold through bank’s different departments, which primarily include Branches, Priority Banking Unit,
Small & Medium Enterprises Unit and Business Banking Unit. This allows the customers to apply from any interface
where they interact with the bank.
This is the first time that the product is being offered through select Dnata Travel Services outlets. Customers making
travel purchases at Dnata can apply for the card by filling-in a Lead Form. Bank’s staff calls back the customers within
24-48 hours to help them with the application process and required documentation.
Date of product launch: May 2010
Total number of branches/offices: Emirates NBD has over 110 branches.
Reporting currency i.e. AED, KWD etc: AED
Countries served: The product is currently offered in United Arab Emirates only.
Estimated market share % if applicable: N/A
Estimated % increase in market share 2010: N/A
Estimated total number of clients: With over 16,000 cardholders, the product has been the most successful launch
in the premium segment.
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Emirates NBD Dnata Platinum Credit Card
Estimated new clients in 2010: Over 16,000 cardholders.
Average annual cost of service/ product to client:
The product is offered Free for the first year. Annual Fee from second year onwards is AED 500.
Average transaction fee if applicable: N/A
Interest/ profit rate charged if applicable:
The product is offered at a competitive Annual Percentage Rate (APR) of 2.99% for both retail purchases and cash
withdrawals.
Any other fees associated with product:
The product is offered Free for the first year. Annual Fee from second year onwards is AED 500. Standard charges
are applicable for specific service requests placed by the customer.
Average interest/profit % paid in 2010 if applicable: N/A
Maximum credit limit: The product has a maximum credit limit of AED 200,000.
Minimum investment required: N/A
Target audience salary/ investable assets or size:
Customers with monthly salary of AED 12,000 or more are eligible to apply for the card.
In 100 words please describe the audience that this product has been developed to serve
The product is a premium offering targeting the Mass Affluent segment. With a large expatriate population with an
inherent need for travel, the product evidently serves the ‘value-seeking’ traveler segment, which is not necessarily
interested in an airline loyalty program. The product was structured with the objective of being the most preferred
travel related loyalty program for the regular travelers who seek value in travel related rewards. The product offers
10% rewards back, which is very appealing to this segment.
Dnata with its large network of outlets is frequented by loyal customers for regular travel-related purchases. The
product fits the bill to provide unmatched value at low cost, targeting this loyal set of customers.
In 250 words please describe the benefits to your company of offering this product
With a strong travel proposition, the product fulfilled the gap in the market for providing a value-based travel-related
loyalty program. This resulted in acquisition of new customers for the bank.
The 4-week launch campaign generated over 1200 direct leads and additional 1500 leads from Dnata (regular &
walk-in customers). Over 10,000 cards were issued within 4 months of the launch, contributing to over 25% of card
sourcing. This strengthened the bank’s presence within the competitive mass-affluent segment and created an
opportunity for cross-sell of banks other products at low cost.
In a steady state, average monthly sourcing of Dnata cards increased from 200 to ~1500 cards clearly indicating
the product’s strong appeal and higher brand acceptance; keeping in mind that this is targeted at upper end the
results are excellent. The launch campaign resulted in increased visibility and word-of-mouth adding to the brand
salience.
Increase in the number of cardholders resulted in over 200% increase in spends at Dnata. The monthly spends
generated on the product at Dnata increased from AED 190,000 to AED 420,000. This has been significant for the
partner even after factoring the seasonality, and has resulted in a much stronger awareness within Dnata staff and
customers. This has made the partnership a much stronger platform for joint marketing activities, apparent in
constant consumer demand for new excitements on the product.
All the above have led to a growth phase for the bank, while the effects of economic downturn were still holding back
other financial players.
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Emirates NBD Dnata Platinum Credit Card
In 250 words please summarize why your product is a deserving winner
For consumers who do not have an affinity towards an airline loyalty program (due to inherent lower redemption
value, stringent redemption requirements and uncertainty of rewards), the Emirates NBD reward program is a one-of-
its-kind carefully structured loyalty program, providing immense flexibility by allowing redemption of any number of
points, for any travel service (including a choice of over 130 airlines), at any time (since the points are
evergreen). Consumers now have a choice of reward program that offers tangible and meaningful benefits with which
they could experience real savings.
Dnata has a set of customers and the product operates like a loyalty program to reward regular customers.
Customers have been able to experience different products and services offered by Dnata. This is evident from the
increased sales and improved frequency of visits/ purchases by the customers.
Emirates NBD has gained immensely by acquiring new customers and fulfilling the needs of a segment, which is on a
constant look-out for bargain travel. The bank has witnessed increased sales (spends on the card) & improved
earnings at a lower cost. The product offering has also built brand saliency, established market dominance and
created clear differentiation from competition.
The launch was planned through powerful, 360° media campaign leveraging Outdoor medium, Bank’s properties
(branches, ATMs, CDMs) and Dnata properties (outlet, customer communication), which resulted in an overwhelming
response.
It took a simple product to tie the buyer-supplier relationship. That the product has achieved high sales in a
short time pronounces the clear verdict, that there is no better bargain, by the judicious consumer. Such a
product deserves its due recognition as a winner.
Please mention any supporting information not covered by the questions above
Key product milestones were achieved with careful marketing planning and use of best in class and innovative
communication tools, which also excited the consumers as they could experience the Emirates NBD brand in a new
way.
Emirates NBD deployed a 360° marketing campaign with the objectives of making communication relevant for
prospective customers and establishing simple & accessible interfaces for them to apply for the product.
Different marketing touchpoints included the following –
1. Above-the-line media: Print, Radio, Web
2. Out of Home media: Billboards, Mupies, Mall Signages
3. Below-the-line media: Branch branding, Sales channels, Emailers, Product information leaflets, ATM & CDM
(Cash Deposit Machine) screens, Online banking
4. Branding at Dnata: Large-scale merchandising was carried out at Dnata outlets to tap the most relevant
customer segment i.e. those who are already making purchases at Dnata
Innovative media executions helped gain attention as prospects took notice of new mediums of communication (e.g.
merchandising at Dnata outlets, bus branding, etc) and differently styled branding (e.g. dye-cut billboards, etc).
Testimonials –
“Dnata Travel Services has taken the concept of loyalty rewards a step further by joining forces with Emirates NBD.
Both market leaders have come together to introduce a high profile Platinum credit card aimed at delivering a unique
fusion of both our brands. The Emirates NBD Dnata Platinum Credit Card delivers an exceptional life-enriching
experience through value-added benefits that offers a never-before-seen perception of travel and leisure.”
- Iain Andrew, Divisional Senior Vice President, Dnata Travel Services
“The prestigious Emirates NBD Dnata Platinum Credit Card offers an incredible 10% rewards on every transaction
made with the co-branded credit card in the form of "Reward Points", representing a type of "currency" that can be
spent on the purchase of any travel-related products and services from Dnata. We offer a range of exciting travel
products ranging from 24 hr reservations and ticketing on over 140 Airlines, Airport Meet & Assist (Marhaba), Tailor
Made Leisure Packages, Hotel & Apartments Bookings, Tours, Excursions & Safaris, Travel Insurance, Car Rental
Services World-wide, Visa Services, Cruises, amongst others”.
- Asha Mehra, Customer Loyalty Programmes Manager, Dnata Travel Services
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Emirates NBD Dnata Platinum Credit Card
Attached are the images from the campaign covering different mediums.
Print Ad
Billboards
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Emirates NBD Dnata Platinum Credit Card
Bus-branding
Online
ATM Screens / Customer Service Desks
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