Case Study / Visa ® Middle East Promoting Visa debit cards in Egypt Campaign Objectives Visa was promoting its debit card with a multi-channel campaign and contest. Mobinil’s Optism-enabled permission mobile marketing service, Mobinil Ads, enabled Visa to reach to a large audience in both English and Arabic. Campaign Results Response rates for English and Arabic speakers, and males and females were virtually the same (23%). However, language and gender were significant when looking at yes and no answers. 71% of English respondents knew about the contest compared with 39% of Arabic respondents and 45% of females compared with 37% of males. Age was also a factor, with highest response rates achieved from 25-34s. 23% 25-34s Over 50s Of recipients responded to campaign Were most responsive (25%) Were the least familiar with the contest (69%) Mobile proved to be an effective way of reaching our target audience. The timeliness of mobile perfectly complemented our ongoing multi-channeled campaign. Visa Middle East ‘‘ ‘‘ To find out what Optism can do for advertisers and mobile operators, visit optism.com Did you know that using your VISA Debit card at any store gives you a chance to win prizes up to 150,000LE? Reply free of charge 1=yes 2=no Make sure to use your VISA Debit card this weekend for all your purchases for a chance to win prizes! visamiddleast.com Using VISA Debit card at any store gives you a chance to win prizes! To get one contact your bank now! visamiddleast.com Campaign Solution A text dialogue message was sent to opted- in subscribers to encourage them to use their Visa debit cards. Each time they did, they were entered into a contest with valuable prizes. The campaign targeted males and females over 25. Messages were sent in English and Arabic, before a holiday weekend. The initial text asked a question. Both “yes” and “no” respondents were urged to take advantage of the contest. A website url provided a further call to action.

Optism Visa Mobile Marketing Case Study

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Page 1: Optism Visa Mobile Marketing Case Study

Case Study / Visa® Middle EastPromoting Visa debit cards in Egypt

Campaign ObjectivesVisa was promoting its debit card with a multi-channel campaign and contest.Mobinil’s Optism-enabled permission mobile marketing service, Mobinil Ads,enabled Visa to reach to a large audience in both English and Arabic.

Campaign ResultsResponse rates for English and Arabic speakers, and males and femaleswere virtually the same (23%).

However, language and gender were significant when looking at yes andno answers. 71% of English respondents knew about the contest comparedwith 39% of Arabic respondents and 45% of females compared with 37%of males. Age was also a factor, with highest response rates achieved from25-34s.

23%25-34sOver50s

Of recipients responded to campaign

Were most responsive (25%)

Were the least familiar with the contest (69%)

Mobile proved to be an effective way of reaching our targetaudience. The timeliness of mobile perfectly complemented ourongoing multi-channeled campaign.

Visa Middle East‘‘

‘‘

To find out what Optism can do for advertisers and mobile operators, visit optism.com

Did you know thatusing your VISA Debitcard at any store givesyou a chance to winprizes up to 150,000LE?Reply free of charge

1=yes2=no

Make sure to use yourVISA Debit card thisweekend for all yourpurchases for a chanceto win prizes!

visamiddleast.com

Using VISA Debit cardat any store gives youa chance to win prizes!To get one contact yourbank now!

visamiddleast.com

Campaign SolutionA text dialogue message was sent to opted-in subscribers to encourage them to use theirVisa debit cards. Each time they did, theywere entered into a contest with valuableprizes. The campaign targeted males andfemales over 25. Messages were sent inEnglish and Arabic, before a holiday weekend.

The initial text asked a question. Both “yes”and “no” respondents were urged to takeadvantage of the contest. A website urlprovided a further call to action.