Emirates NBD SHARE Credit CardSHARE by Majid Al Futtaim (MAF), in partnership with Emirates NBD and Visa, has revealed details about its latest full-spectrum, 360-degree media blitz campaign for the newly launched Emirates NBD SHARE Credit Card.
The campaign – centred on the brand’s differentiated value proposition of ‘8 per cent BACK at more than 5,000 stores in the UAE‘ – was brought to life by SHARE by Majid Al Futtaim in collaboration with Dubai-based production studio Dry Point Studios; Qatar-based Sard Visuals by Mujahid Jamal and Brazil’s Haze and Yasmin Matos Studios, which assisted on the generative AI visuals and art; media agencies Starcom and Spark Foundry; events agency Quill Middle East; influencer agency Tale Gurus; while Ogilvy in Dubai handled the social outreach.
Created with the intention of not just using generative AI, but reimagining how it’s used, the campaign highlighted a human character integrated with AI-generated environments and storytelling – a deliberate blend of emotional depth, cultural nuance and technological innovation on screen.
Rather than letting AI lead for novelty’s sake, the brand leveraged the campaign to enhance and elevate the human narrative, turning the character into a relatable guide through a futuristic retail world, for a more immersive and ‘deeply ownable’ experience.
Objective and rollout of the Emirates NBD SHARE Credit Card campaign
The campaign was mapped against the daily journey of a typical Dubai resident, with the objective of creating constant visibility and contextual relevance – from their morning commute, through shopping breaks, to evening entertainment. It was intended to create a high-frequency, omnipresent brand presence to reinforce message and recall.
As such, the campaign – which ran across the UAE, with a focused media and activation presence in Dubai – included a hero film launched across YouTube Masthead, TikTok TopView, all social channels and cinemas across the UAE.
The integrated campaign also included static and digital out-of-home (OOH) advertisements across major highways and high-traffic Dubai areas; paid social and digital activations; radio interviews and multilingual ad spots in English, Arabic and Hindi; influencer content across SHARE, Emirates NBD, and Visa platforms; full-page print ads in major UAE dailies; and direct marketing through emails and push notifications.
Additionally, in-person brand experiences included a launch event for customers, partners, and tenants; press and media engagement; a drone show as part of a high-impact influencer event; Emirates NBD branch takeovers; sales activations across Mall of the Emirates and City Centre malls; as well as extensive brand visibility across Majid Al Futtaim destinations, including Mall of the Emirates, all City Centre Malls, Carrefour, VOX Cinemas, Ski Dubai and more across digital screens, print, websites and in-store.
Campaign duration and success metrics
The awareness phase of the Emirates NBD SHARE Credit Card campaign, which began on 15 May, will run until the end of August, with plans to focus on consideration and conversion between 1 July through to the end of September. The campaign will also run tactical bursts in the fourth quarter of 2025, including back-to-school iterations in September and festive iterations in November and December.
SHARE collaborated with 15 influencers across fashion, lifestyle, travel and comedy. These influencers participated in the launch event, drone show and follow-up content that promoted awareness about the card’s benefits. To date, these influencer engagements have delivered a combined reach of approximately 22 million, fueling virality and social momentum.
The primary key performance indicators (KPIs) of the campaign were to drive card sign-ups and spend activity.
To date, the campaign has delivered – and is continuing to deliver – record card signups, setting a new benchmark.
In terms of SHARE’s brand KPIs, it emerged as the top/first in mind brand when UAE residents were asked “What first comes to mind when thinking of loyalty and reward programmes in the UAE”, according to a YouGov Top-of-mind Study conducted right after the campaign launch. The study took into account the viewpoints of more than 1,000 respondents in the UAE.
The brand has also witnessed a considerable increase in value perception, specifically value for money, amongst UAE residents after the launch of the credit card campaign. This has resulted in more than 30 per cent increase in perceived value of the overall SHARE brand, according to the YouGov Brand Index UAE.
Additionally, the brand has seen more than a 10 per cent increase in credit card consideration during the campaign, compared with the same period last year, and more than a 32 per cent increase compared with pre-campaign levels. According to the YouGov Brand Index UAE, this also reflects on how residents in the UAE are now considering, opting for, and using the newly launched Emirates NBD SHARE credit card.
CREDITS:
Client and creative direction: SHARE by Majid Al Futtaim
Production:
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- Hero film: Dry Point Studios (Dubai)
- Gen AI visuals/art: Sard Visuals by Mujahid Jamal (Qatar)
- Gen AI visuals/art: Haze and Yasmin Matos Studios (Brazil)
Social: Ogilvy (Dubai)
Influencers: Tale Gurus (Dubai)
Media: Starcom and Spark Foundry (Dubai)
Events: Quill Middle East (Dubai)
