We Know Who You Are

Identity theft is a modern-day problem. To help combat it, Dubai First developed a credit card offering enhanced photo-ID protection.

To communicate this benefit to customers, the bank decided it must be audacious, if it was going to be effective.

It started out with a simple mailer, sent to targets via courier. Naturally this required a signature. Only when the target opened the mailer did they get the shocking truth: Dubai First thanked them for signing the courier form and stated they had all the personal details they needed for misuse.

So effective was this uncomfortable home truth that 4.5% of the target audience signed up for the Dubai First credit card, with photo-ID protection, within the first three months.