NGI logs record number of enquiries for new Lifeline

The campaign saw 5889 people visiting the micro site's registration page in response to an email broadcast. Of these, 1332 showed specific interest in the Lifeline product and registered.

The campaign which was developed and implemented by Fusion Marketing Management integrated the Internet with a general communication plan aimed at promoting the new Lifeline product. The campaign comprised of a print media and radio campaign as well as an email announcement to the members of the Emirates Bank International's own e-mail list with links to a micro-site specifically designed for the campaign.

"Internet marketing is a brand new tool that comprises a host of specific features and characteristics that go a long way in giving it a unique and individual perspective. With strong one-to-one properties, it allows an extensive degree of targeting as well as provides tremendous amount of interactivity with customers and allows a greater degree of tracking and monitoring" commented Nicki Page, Executive Director of Fusion Marketing Management.

As part of this campaign NGI has teamed up with Swiss style hotel group, Movenpick to offer UAE residents the chance to win a short break at one the Movenpick hotels in the region when they sign up for Lifeline. In addition, all those registering for information on Lifeline will win '2 for the price of 1' in one of the restaurants at the new Movenpick Bur Dubai or a free room.

Lifeline is the latest product to be offered by NGI. The NGI Life Protection Plan is the ideal way of providing a substantial amount of life cover at the lowest possible cost for a known period. The Protection Plan is a term assurance contract which provides cover against the financial consequences of death and if required also total disability. The need to provide high cover at a minimal cost may arise for a number of reasons. It will provide a source of income for dependents, ensure that an early death does not jeopardize your children's future plans, ensure that any house loan is repaid and protect the continuity of your business by making sure that funds are available to repay any outstanding business loans.

"We are extremely pleased with the uptake of this campaign" commented Dr. Abdul Zahra Ali, NGI's General Manager "There is a growing population and increasing awareness of life insurance throughout the region creating a viable demand for this new product."