THE CHALLENGE
Visa has been an official partner of the Dubai Shopping Festival for over 20 years and for 2016, we wanted to give people a shopping experience that lived up to Dubai’s impossible image.
THE BIG IDEA
While everyone was giving away prizes, we gave them VISA’S IMPOSSIBLE DEALS, 32 days of extreme discounts rather than outright giveaways covering everything from movie tickets all the way up to luxury cars.
THE EXECUTION
Even though the deals were on print, the web, social media, a YouTube takeover, and on Uber, the skeptical people of the internet still thought it was a scam, probably because many of the deals were too good to be true. Who would believe you could get a luxury car for AED 50,000 ($13,600), right? So we created a series of videos based on the internet’s biggest scam videos. We put a whale in Dubai Marina, a man on the window of the Burj Khalifa, and an ostrich on a hoverboard just to prove that not everything you see on the internet is real but Visa’s Impossible Deals are. And, of course, the response was unreal. We got twice as many sign-ups than expected, thousands of people claiming deals when they went live, and videos viewed more than 16 million times.
Silver in Seasonal Marketing
Bronze in Shopper Marketing
Silver in Best Integrated Digital Campaign
Silver in Best Performance Campaign
Bronze in Digital Activation
Shortlist in Best Viral Campaign