Visa, Emirates NBD and Emaar wanted to reach shopping lovers with an acquisition campaign for the U by Emaar Credit Card. Their aim was for people to understand the incredible card benefits, learn all about UPoints and sign up for the credit card.
Horizon FCB didn’t want to just tell people about the U by Emaar credit card they wanted to create excitement and grab attention. They tapped into insight to talk the target market’s language – 80 per cent of Millennials are gamers. So, they gamified the acquisition experience and in the Dubai Mall, they launched UTap, a technology-driven, high energy, point scoring, reactivity testing game. Gamers were given giant U by Emaar credit cards
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