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‘‘

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1=yes2=no

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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.