Visa, Emirates NBD and Emaar wanted to reach shopping lovers with an acquisition campaign for the U by Emaar Credit Card. Their aim was for people to understand the incredible card benefits, learn all about UPoints and sign up for the credit card.
Horizon FCB didn’t want to just tell people about the U by Emaar credit card they wanted to create excitement and grab attention. They tapped into insight to talk the target market’s language – 80 per cent of Millennials are gamers. So, they gamified the acquisition experience and in the Dubai Mall, they launched UTap, a technology-driven, high energy, point scoring, reactivity testing game. Gamers were given giant U by Emaar credit cards and challenged to run, jump and tap as many super-sized card machines as possible – scoring UPoints, winning vouchers and getting the chance to win a 1 million UPoint Grand Prize.
The results were impressive, with 4,000+ spectators, 1,300+ gamers and hundreds of U by Emaar signups. Showing that Visa, Emirates NBD and Emaar engaged with their consumers on a whole new game-loving level.
General Manager – Reham Mufleh
Executive Creative Director – Rodrigo Leal Rodrigues
Associate Creative Director – Rodrigo Scapolan
Senior Copywriter – Lucy Elder, Hicham Soubra
Head of Creative Services & Production, Senior Video Editor – Anthony Heneine
Designer – Sinto Anto
Account Director – Jad Hassanieh
Account Executive – Sabine Saade
Stand Designer: Jean Moraros
Production House: FLC Event & Exceptions