UTap Game Activation
Visa
Issue 58 | March 2021
Agency
Horizon FCB
Creative Team
Executive Creative Director: Rodrigo Leal Rodrigues Associate Creative Director: Rodrigo Scapolan Senior Copywriter: Lucy Elder Designer: Sinto Anto
Production Team
Head of Creative Services & Production: Hicham Soubra Senior Video Editor: Anthony Heneine FLC Division Head: Manoj Filbert FLC Production Manager: Manoj Kumar Stand Designer: Jean Moraros
Other Credits
Account Director: Jad Hassanieh Account Executive: Sabine Saade General Manager: Reham Mufleh President of Horizon Holdings: Mazen Jawad
Date
December 2020
Background
Visa in partnership with 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.
Idea
Horizon FCB didn’t want to just tell people about the U by Emaar credit card they wanted to create excitement and grab attention. So, they tapped into an insight to talk the target market’s language – 80% of Millennials are gamers. So, they gamified the shopping 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 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.
Results
4,000+ spectators, 1,300+ gamers and hundreds of U by Emaar signups.