2018 Winners & Shortlists

INTERRUPTIONS

BrandVISA
Product/ServiceVISA DUBAI SHOPPING FESTIVAL
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryFinancial Products & Services, Commercial Public Services, B2B Products & Services
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production DEJAVU Dubai, UNITED ARAB EMIRATES
Production 2 LIZARD VFX Cairo, EGYPT

The Campaign

The idea was to build a campaign mechanic that Visa cardholders could seamlessly engage with and unlock exclusive offers, redeemable across some of the most iconic merchant/brands in the UAE. There was only one challenge, almost every retailer was desperately offering deals or was on sale. Creative Task: How do we drive a sense of urgency to download and redeem exclusive offers only available through Visa this DSF? Campaign Insight: Shoppers often procrastinate, find reasons to postpone a purchase in the hope of (waiting for) finding a better deal and more value for our time and money. Creative Springboard: With Visa, DSF offers the perfect time to stop thinking and start acting. This is the perfect time to register, spend, earn and redeem for the most irresistible deals that you have been waiting for, and now don't have to. Creative Idea: No time like now.

Creative Execution

With the 'Visa Explore App' updated with the new campaign mechanic, our task was to seed, embed and amplify Visa's new DSF platform by engaging maximum consumers and driving spend. The campaign was rolled-out across five phases… 1. Source Market: Drive pre-trip and early registrations 2. Teaser: Create interest and drive pre-trip registrations 3. Education: Build awareness on new mechanics 4. In-Market: Build momentum on registrations 5. Tactical: Drive spend and boost redemption

Results

The campaign set-out to create a successful, first-ever mobile platform for Visa cardholders, participating issuers (banks) and retailers directed towards driving engagement, to drive purchase volume (spend) KPIs Benchmark Achieved Result App Downloads - 50,000 in 30days 52,000 in 30days 4% increase Registrations - 20,000+ 25,000 25% increase Issuer Sign Ups - 150 150 Achieved Activated Retailers - 3,000 3,000 Achieved *Purchase Volume 'Spend' data is confidential and cannot be shared by the client.

In a region where shopping is being hit by a negative economic situation and low consumer confidence, this case outlines the success of a leading payment gateway that turned a downward spiral in consumer spends into a significant upward trend. The work successfully establishes a strong sense of urgency, to take immediate action by leveraging the fear of missing out. In a dramatic fashion, the film clearly elicits a direct response from consumers to download the Visa Explore App and follow-up details, further encourage these users to register interest, spend and redeem the deal as per the spend criteria.

Our engagement and participation mechanic was simple: Download. Register. Earn. Redeem The force behind developing and delivering this platform was based on… The Target: Visa targets a mindset not a demographic. 'Ageless Progressives' who are not classified by age, gender ethnicity or income. They don't recognize barriers and unlock life's simple rewards with ease. They live in the new age and it starts with the plastic card. Digital Activation: The mechanic was built upon the Visa Explore app to drive downloads, registrations, enable collection of 'Vcoins' and redemption across iconic merchants/brands. Media Strategy: a). Online/Digital Platforms to drive education and in turn to drive increase in downloads and registration b). Customize the content to speak directly to their interests c). Utilize programmatic data to convey interactivity through scaled digital media (for precise audience targeting across display, mobile, and video) d). Geo-targeting visitors from key source markets to UAE

Credits

Name Company Role
Fadi Yaish Impact BBDO Dubai Executive Creative Director
Alok Mohan Impact BBDO Dubai Creative Director
Giancarlo Rodas Impact BBDO Dubai Art Director
Andrew Peacock Impact BBDO Dubai Senior Account Manager
Manasvi Gosalia Dejavu Executive Producer
Mohamed El Kalawi Dejavu Director
Steven Gerges Dejavu Producer
Damoun Ghawi Dejavu DOP
Amr Rabee Lizard VFX Editor