Business Problem

With COP28 to be hosted by the UAE First Abu Dhabi Bank were hyper-aware of the region's reliance on high levels of energy consumption. To capitalise on the conference and people's carbon awareness around that time, FAB wanted to create a carbon usage awareness super-app that aimed to educate, inform, guide, and foster action from the user to understand and manage thier own carbon footprint.

Approach

Understanding that the region has a high app usage over web, we wanted to create an app experience that would gentally introduce and guide the user through from knowing little or nothing about the ESG space to an advocate for it and specifically reducing carbon footprints. We undertook research that showned us that very few in the region even cared about their carbon footprint and those that did didn't feel they could do much given the lack of infrastructure in the region. It looked like we were fighting a losing battle.

Solution

Knowing we had to bring people from zero to hero on this carbon journey we curated an app experience that used elements of gamification to shock the user into initial action. Then, we softly guided them through a series of features around education, data insight, and action through a green partner marketplace to engage and inform.

This proof of concept was well received by the bank and customers and we hope to develop the prototype for the rest of the globe next.