This Mother’s Day, Emirates NBD bank and FP7 partnered with Meta’s Instagram to launch a Reels-first execution using the platform’s trending ‘Teleportation’ transition. Videos showed a mother being plucked out of her environment and transported into the lap of luxury at one of the hotel partners of ENBD.
The videos promoted a competition where users were asked to recreate the same teleportation effect with their own mothers for the chance to win a Mother’s Day gift.
The campaign’s aim was to raise awareness of ENBD’s Mother’s Day offers and discounts, and to engage mothers themselves, encouraging them to participate in the campaign. The target was affluent adults aged 18- 45.
As with any user-generated-content campaign in the UAE, lowering barriers t
