THE SPARK

THE SPARK

In Egypt, vendors don’t ask “cash or card?”, they ask “cash walla Visa?" (cash or Visa?). The phrase synonymous to all card payments. But as new digital payment options entered the market, Visa's brand distinction was at risk. So we needed to remind people that Visa isn't any card, Visa is Visa.

THE IDEA

THE IDEA

We placed voice-activated devices in selected stores to listen for real payment interactions. Every time a vendor said "Visa", the mention was verified through a custom-built tool powered by OpenAI's Transcribe Model.

These mentions were turned into sponsored ads promoting the vendors' businesses across social platforms. In other words, every time they said "Visa", they earned advertising. And so did we.

THE FLEX

THE FLEX

LOERIES MENA

SILVER - B2B CREATIVITY
BRONZE - DIGITAL - APPLICATIONS, GAMES & INTERACTIVE TOOLS
BRONZE - USE OF BRAND OR PRODUCT INTEGRATION

ARF DAVID OGILVY AWARDS

GOLD - FINANCIAL SERVICES & INSURANCE

JAY CHIAT AWARDS

BRONZE - B2B STRATEGY

EPICA AWARDS

SHORTLIST - CULTURAL INSIGHTS

CALL ME. BEEP ME.

CALL ME. BEEP ME.