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VISA, Emirates NBD and Emaar team up for UTap activation campaign

Visa, Emirates NBD and Emaar reach shopping lovers with UTap game for U by Emaar Credit Card.

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 and challenged to run, jump and tap as many super-sized card machines as possible – scoring UPoints, winning vouchers and getting the chance to win a 1 million UPoint Grand Prize.

The results were impressive, with 4,000+ spectators, 1,300+ gamers and hundreds of U by Emaar signups. Showing that Visa, Emirates NBD and Emaar engaged with their consumers on a whole new game-loving level.


General Manager – Reham Mufleh

Executive Creative Director – Rodrigo Leal Rodrigues

Associate Creative Director – Rodrigo Scapolan

Senior Copywriter – Lucy Elder

Head of Creative Services & Production –  Hicham Soubra

Senior Video Editor – Anthony Heneine

Designer – Sinto Anto

Account Director – Jad Hassanieh

Account Executive – Sabine Saade

Stand Designer: Jean Moraros

Production House: FLC Event & Exceptions