Brand | VISA |
Product/Service | CROSS BORDER |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Use of Social in a Direct Marketing Campaign |
Entrant Company
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Advertising Agency 2
|
IMPACT PROXIMITY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency 3
|
MONTAGE SOCIAL Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
For 32 to days we communicated with our audience on a daily basis. From SMS and email notifications, to a countdown timer hosted on a microsite. Each day communicating that the client are proud sponsors of Dubai Shopping Festival, and what better way to celebrate than to announce impossible deals, every single day. The deals were offered on a daily basis on a first come first serve basis.
First people would opt in to the bonanza then they would receive the deal of the day by SMS and email, at 2 PM every day. The first people to click for the deal would be the ones that got the deal.
As well is the daily communication on the next days deal, which ran through the line. We also promote the campaign with viral videos featuring impossible moments in Dubai, as well as influencer and digital media.
Creative Execution
In order to create the deals we joined up with eight high-end partners with whom we negotiated impossible deals based upon a barter on media spend.
We then used our offline booked media space to prioritise messaging around the deal coming up the next day to entice people to sign up, conversely using our online media to drive people to sign up for the deal of that day. Creating a sense of realtime hype taking advantage of the go getter mentality of our target audience.
Results
Highest Issuer Activation - 140+ banks signed up - an increase of 115% from 2015.
Sign-Ups - 101,000 x 2 of the original KPI of 50,000 sign ups set as the target at the beginning of the campaign.
Deal claims - an average of 4,200 claims per deal - with 50% in the first 2 mins.
Impossible Videos - 17 million views across Facebook and YouTube in just a matter of weeks.
Credits
Karim Beg |
Visa |
Head of Marketing - MENA |
Shalabh Jakheti |
Visa |
Director/Cross Border Marketing/Central Europe Middle East/Africa |
Nadir Shah |
Visa |
Director/Digital and Social Media Marketing - MENA |
Tariq Judeh |
Visa |
Marketing Director - Saudi Arabia/Kuwait/Bahrain/Oman |
Peter Zagalsky |
Impact BBDO |
Group Account Director |
Jason Burayag |
Impact Bbdo/Proximity |
Copywriter |
Taraka Tennakoon |
Impact Bbdo/Proximity |
Art Director |
William Mathovani |
Impact BBDO |
Copywriter |
Daniel Correa |
Impact BBDO |
Art Director |
Jad Khoury |
Impact BBDO |
Account Manager |
Saurabh Dahiya |
Impact BBDO |
Planner |
Ibrahim Khozema |
Impact Bbdo/Proximity |
Project Manager |
Hisham Lahouasnia |
Impact Bbdo/Proximity |
Account Director |
Alia Abouchaar |
Impact BBDO |
Planner |
Ramzi Dajani |
Impact Bbdo/Proximity |
Social Media Executive |
Rania Al Turk |
Impact BBDO |
Account Manager |
Aleena Shah |
Impact Bbdo/Proximity |
Account Executive |
Nader Baker |
Montage Social |
Concepts/Director/Head of Social Content |
Kareem Sultan |
Montage Social |
Graphics Head |
Essa Sheikh |
Montage Social |
Producer/Managing Director |