1. Case Study / Visa® Middle East
Promoting Visa debit cards in Egypt
Campaign Objectives
Visa was promoting its debit card with a multi-channel campaign and contest.
Mobinil’s Optism-enabled permission mobile marketing service, Mobinil Ads,
enabled Visa to reach to a large audience in both English and Arabic.
Did you know that Make sure to use your Using VISA Debit card
using your VISA Debit VISA Debit card this at any store gives you
card at any store gives weekend for all your a chance to win prizes!
you a chance to win purchases for a chance To get one contact your
prizes up to 150,000LE? to win prizes! bank now!
Reply free of charge
visamiddleast.com visamiddleast.com
1=yes
2=no
Campaign Results
Response rates for English and Arabic speakers, and males and females
were virtually the same (23%).
However, language and gender were significant when looking at yes and
no answers. 71% of English respondents knew about the contest compared
with 39% of Arabic respondents and 45% of females compared with 37%
of males. Age was also a factor, with highest response rates achieved from
25-34s.
Campaign Solution
A text dialogue message was sent to opted-
in subscribers to encourage them to use their 23% Of recipients responded to campaign
25-34s
Visa debit cards. Each time they did, they
Were most responsive (25%)
were entered into a contest with valuable
prizes. The campaign targeted males and
females over 25. Messages were sent in Over 50s Were the least familiar with the contest (69%)
‘‘
English and Arabic, before a holiday weekend.
The initial text asked a question. Both “yes”
and “no” respondents were urged to take
advantage of the contest. A website url
Mobile proved to be an effective way of reaching our target
audience. The timeliness of mobile perfectly complemented our
‘‘
provided a further call to action. ongoing multi-channeled campaign.
Visa Middle East
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