

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.
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.


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










