Liv. donates to Dubai Cares

2 Min | 15 July 2019

Digital bank engages customers to donate to charity through its gamified Wheel feature in the app

Digital bank engages customers to donate to charity through its gamified Wheel feature in the app

Dubai, 15 July 2019: 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.

Seen here in the picture is Fuad Shaiban, Senior Vice President, Head of HR Business Partnership at Emirates NBD and Jayash Patel, Head of Liv., presenting the cheque to Amal Al Redha, Director of Fundraising, Dubai Cares and Zainab Faraidooni, Deputy Director – Fundraising Department, Dubai Cares.

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