| Brand | VISA |
| Product/Service | VISA DEBIT CARDS |
| Entrant | OMD Dubai, UNITED ARAB EMIRATES |
| Category | Best use of Ambient Advertising: Small Scale |
| Entrant Company: | OMD Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | OMD Dubai, UNITED ARAB EMIRATES |
Credits |
| Chief Creative Officer | Kavita Dhyani |
Execution
Our brief was to educate people on the benefits of using Visa debit cards. Research told us 38% of people keep their Bluetooth activated whilst shopping so this was our signal to do something different!
We used divers at Dubai Aquarium to carry the Visa message live in the tank. Surrounded by fish, they encouraged people to activate their Bluetooth to receive Visa information.
In 3 weeks, 80,000 visitors accepted our message prompting them to use their Visa Electron at POS (12% of all Mobile devices found). According to Dubai Mall, Visa Electron usage immediately increased 9.6% during the period.