Dubai: Liv., the digital-only lifestyle bank by Emirates NBD, today announced a donation of AED 50,000 to UAE-based global philanthropic organisation Dubai Cares, as part of a charity campaign.

The mobile-only bank donated AED 1 to Dubai Cares on behalf of every customer who spun the in-app Wheel and landed on the ‘Try Again’ spoke, which was rebranded to #Liv4Charity in May this year. The campaign proved a hit among Liv. customers, successfully raising its target of AED 50,000 for charity.

The gamified Wheel on the Liv. app gives users the chance to win instant prizes such as shopping, dining, beauty and fitness vouchers, passes to premium events and entertainment zones, and cash prizes. In this year’s edition of the Wheel, Liv. increased the number of daily prizes to be won, rewarding over 8,060 lucky winners with prizes already.

Jayash Patel, Head of Liv., said: “Liv. is extremely pleased to make this donation to Dubai Cares, which will go a long way towards improving the lives of those deserving more. Our aim was to enable customers to engage on a topic close to their hearts and create a sense of win-win for them. We did that successfully by changing the not-so-great-feeling of ‘Try-Again’ to the joy of helping a child through a donation.”

Fuad Shaiban, Senior Vice President, Head of HR Business Partnership at Emirates NBD, added: “As the bank of choice for the millennial generation, being socially conscious is a key pillar of Liv., hence we designed an engaging and fun way to give back.”

Amal Al Redha, Director of Fundraising at Dubai Cares, said: “We are very grateful to Liv. for this fundraising initiative which has been on all accounts a success. We are also happy to witness the UAE's first digital bank, established only 2 years ago, launching this innovative fundraising initiative, which sets an example for corporate social responsibility in the UAE. With such support, Dubai Cares remains steadfast in its commitment to impacting the lives of underprivileged children and young people in disadvantaged communities around the world.”

To unlock the Wheel on the Liv. app, customers are asked to complete three out of six tasks, such as paying bills, making international transfers, or setting up salary transfer into their account. Liv. customers who use the app and debit card to carry out transactions, sign up for new products or update their personal details will earn ‘Livion’ loyalty points. Livion points can be used to win a range of gifts via spins on the Wheel of Fortune.  

Liv. is today the fastest growing bank in the UAE, particularly among the millennial and Generation Z customer base. It was adjudged the Most Innovative Digital Bank in the UAE by Global Finance World’s Best Consumer Digital Banks in the ME Awards 2018. It was also recognised as the Best Digital Bank in the Middle East by The Asian Banker International Excellence in Retail Financial Services program in 2018.

-Ends-

About Liv.:
Liv. is the UAE’s first digital-only bank with a special focus on millennial customers, operated and managed by Emirates NBD Group. Established in line with UAE Vision 2021’s strategic objectives of creating a smart innovation-driven economy, Liv. offers a first-of-its-kind banking-meets-lifestyle experience, on a smartphone. Its unique features include instant account opening with #nopaperwork and real time access to insightful financial data and transaction history to empower customers to better manage their finances. Liv.’s proposition is supported by a group of partner brands, enabling it to offer customers a range of personalized lifestyle promotions and offers.

About Emirates NBD
Emirates NBD is a leading banking Group in the region. As at 31st March 2019, total assets were AED 525.8 Billion, (equivalent to approx. USD 143 Billion). The Group has a significant retail banking franchise in the UAE and is a key participant in the global digital banking industry, with over 90 per cent of all financial transactions and requests conducted outside of its branches. The bank was declared the Most Innovative Financial Services Organization of the Year at the 2017 BAI Global Innovation Awards.

The bank currently has 234 branches and 1076 ATMs and SDMs in the UAE and overseas and a large social media following, being the only bank in the Middle East ranked among the top 20 in the ‘Power 100 Social Media Rankings’, compiled by The Financial Brand. It is a major player in the UAE corporate and retail banking arena and has strong Islamic Banking, Global Markets & Treasury, Investment Banking, Private Banking, Asset Management and Brokerage operations.

The Group has operations in the UAE, the Kingdom of Saudi Arabia, Egypt, India, Singapore, the United Kingdom and representative offices in China, Indonesia and Turkey.

The Group is an active participant and supporter of the UAE’s main development and community initiatives, in close alignment with the UAE government’s strategies, including financial literacy and advocacy for inclusion of People with Disabilities under its #TogetherLimitless platform. Emirates NBD Group is a Premier Partner and the Official Banking Partner for Expo 2020 Dubai. For more information, please visit: www.emiratesnbd.com  

For further information on Emirates NBD, please contact:
Ibrahim Sowaidan
Senior Vice President
Head - Group Corporate Affairs
Emirates NBD
Telephone: +971 4 609 4113 / +971 50 6538937
Email: ibrahims@emiratesnbd.com
Tricia Kaul | Jerusha Sequeira
asda’a bcw; Dubai, UAE
Tel: 971-4-4507600; Fax: 971-4-4358040
Email: Tricia.Kaul@bcw-global.com  | Jerusha.Sequeira@bcw-global.com 

© Press Release 2019

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