Brand | VISA |
Product/Service | CROSS BORDER |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Use of Social in a Promotional 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
|
The Brief
Lucky draws are the bread and butter of promotional activity of brands and malls during DSF.
Two insights were married together
The first - millennials are always chasing the new, the different, the incredible, the newsworthy.
The second insight - entering prize draws are not news worthy, but getting a great deal is a story worth sharing.
The result, for the client was to offer customers deals that lived up to Dubai's brand of impossible by being Beyond any offer that had come before or could be found elsewhere in Dubai
We created impossible deals
32 days 32 impossible deals
Creative Execution
In order to create the deals the client joined up with eight high-end partners with whom we negotiated impossible deals based upon a barter on media spend.
The campaign was first launched Internally a few weeks before DSF, this was in order to boost interest whereby, separate from the main DSF promo, the client launched a similar employee engagement.
Press - Press was then rolled out both at home and abroad teasing people about the promo and targeting those who would be travelling to Dubai for DSF. The CTA was for people to sign up on the site.
Digital / Social sign up drive - Digital display and sponsored social posts featuring thematic messaging launched nearly at the same time as press again, leading people to sign up pre DSF.
Once DSF started press, social and display was focused on using the specific daily deals to drive sign ups.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
The client, who has sponsored the extravaganza that is Dubai Shopping festival for the last 20 years wanted to run something in 2016 that wasn't just a competition. But THE promo that suited a city like Dubai. An IMPOSSIBLE promo, where people would have a chance of a life style to buy a car with 90% off, or an iphone delivered to them by Uber for 80% off.
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 we announced impossible deals, every single day. The deals were offered on a daily basis on a first come first serve basis.
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 |