Ramadan.

A month when Muslims fast from food and drink, from dawn to dusk.

A time of generosity when people are more giving to others, including to brands, as spends increase twenty four percent.

A period known as Advertising's Superbowl in the UAE - with every other bank promoting typical card offers across mass media.

Amidst this clutter, Emirates NBD, a leading UAE bank needed to acquire customers for its cards business.

Along with the free rides, the specially created Uber ENBD option gave them access to a wider range of cars and also, gave them access to upgrades.

And as people shared screenshots of their delightful experiences, we earned free social and mobile ads and generous PR.

The invitation was then scaled through UBER's direct and mobile channels, as well as through Emirates NBD eCRM channels and mobile app prompts.