2010 Winners & Shortlists

Results and Effectiveness

In 3 weeks, we had over 80,000 successfully accepted mobile messages motivating consumers to use their Visa Electron during their shopping trips (12% of all Mobile devices found) People photographed the Aquarium divers with many uploading them online and talking about the experience through blogs and forums resulting in 57% increase on Visa GO website (source: Visa site stats) Visa Electron retail volume was immediately impacted increasing 9.6% during the period (source: Visa retail sales, Dubai Mall).

Creative Execution

We wanted to associate Visa with this unmatched Aquarium attraction and grab the undivided user attention through an unusual execution. Linking the two together would be a Bluetooth mechanic to educate consumers on the use of debit over cash. To do this we partnered with the Aquarium and had the divers carry the Visa banners during high foot-fall periods live in the tank! Surrounded by the sharks and fish, the divers prompted people to the message and encouraged them to access their Bluetooth inbox to receive the Visa information. With huge crowds regularly viewing the tank at diving times, a large number of our target audience were exposed to our innovative method of communication. The Bluetooth Aquarium divers proved to have a higher success than other Bluetooth activities across other malls.

Insights, Strategy and the Idea

The brief was to introduce the new Brand Campaign ‘Go’ in the Middle East and North African market in line with the global brand strategy and to enhance the brand’s emotional appeal. Key Objectives: • Enhance brand affinity and brand equity. • Educate consumers on debit and electron cards benefits. • Try to convert cash transactions into debit cards transactions in POS. As well as ATM users, we were also targeting moderate-to-heavy credit card users. We knew that the main point of purchase for nationals and expats was the leading malls, Dubai Mall being the newest attraction at the time. Its centrepiece, the Dubai Aquarium, is the largest tank of its kind with prime time visiting hours during the feeding time of the fishes. Research also told us that 38% of people keep their Bluetooth activated at all times so we developed a strategy to target shoppers through their mobile.