2016 Winners & Shortlists

VISA'S IMPOSSIBLE DSF

BrandVISA
Product/ServiceCROSS BORDER
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryUse 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

Name Company Role
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