2011 Winners & Shortlists

Brief Explanation

In the UAE, eating out is almost a national pastime. But Standard Chartered cards had low dining spends, despite a 15% restaurant cashback. So we changed the recipe, creating a community by the foodies for the foodies. We challenged foodie bloggers to explore restaurants and share flavours and savings across social media and uaefoodexplorer.com. As the community, content and conversation grew we introduced deals, polls and contests for rewards. Conversations came alive with crazy food facts, polls, discussions and Eat-Up events. A community was born. And a significant increase in acquisitions, spends, and participating restaurants was icing on the cake.