Challenge
AIG and Al Ansari Exchange identified an opportunity to promote Remit Protect — a micro-insurance product that secures expatriates and their families back home.
For many low-income workers in the UAE, sending money home is a monthly act of love and sacrifice. Yet, few think about what would happen if they couldn’t continue doing so.
The challenge was to create awareness for Remit Protect in a way that was clear, emotional, and action-oriented, while appealing to diverse nationalities.
For many low-income workers in the UAE, sending money home is a monthly act of love and sacrifice. Yet, few think about what would happen if they couldn’t continue doing so.
The challenge was to create awareness for Remit Protect in a way that was clear, emotional, and action-oriented, while appealing to diverse nationalities.
Insight
For millions of expats, every dirham matters.
They work hard, often away from family, to secure a better life for their loved ones.
What they needed wasn’t another financial product — it was peace of mind.
The power of the message lay in showing that protection doesn’t have to cost much — it can start from something as small as 5 AED.
They work hard, often away from family, to secure a better life for their loved ones.
What they needed wasn’t another financial product — it was peace of mind.
The power of the message lay in showing that protection doesn’t have to cost much — it can start from something as small as 5 AED.
Idea
“Just 5 AED.”
A simple gesture — a raised hand showing five fingers — became the visual symbol of security and affordability.
We captured real, hardworking individuals — a construction worker, a nurse, a housemaid, a waiter — each proudly showing the gesture.
The campaign humanized the message: For just 5 AED, you can protect what truly matters — your family’s future.
We captured real, hardworking individuals — a construction worker, a nurse, a housemaid, a waiter — each proudly showing the gesture.
The campaign humanized the message: For just 5 AED, you can protect what truly matters — your family’s future.
Execution
The visual identity used clean framing, direct eye contact, and authentic settings to build instant trust.
The creative was localized to represent the UAE’s multicultural workforce while maintaining AIG and Al Ansari’s premium look and feel.
The creative was localized to represent the UAE’s multicultural workforce while maintaining AIG and Al Ansari’s premium look and feel.
Deployed across branches, digital displays, and social media, the campaign drove strong in-store engagement, with staff using the same “5 AED” hand gesture to invite customers to learn more.
The result — high walk-in awareness, emotional connection, and increased sign-ups for Remit Protect.
The result — high walk-in awareness, emotional connection, and increased sign-ups for Remit Protect.
