Visa / Egypt / 2025Digital & Tech · OOH · Social
Walla Visa?
Egyptian shopkeepers ask 'Cash walla Visa?' all day. Visa put AI voice devices in their shops and turned every verified mention into paid media promoting that merchant.
- Brand
- Visa
- Agency
- Saatchi & Saatchi ME
- Market
- Egypt
- Region
- MENA
- Year
- 2025
The challenge
Visa's logo was everywhere in Egypt, but the entry says preference was falling as local wallets spoke the language of everyday customers.
The idea
Saatchi & Saatchi ME installed voice-recognition devices in kiosks and shops that caught the phrase and checked it against payment-terminal audio within 60 seconds. Each verified mention bought media for that merchant, and selected vendors were filmed by Good People Films and featured weekly on TikTok.
Results
- 366,000 recorded mentions converted into $24,000 of media, and 210 million+ social views, according to the Dubai Lynx entry
- An average 150% rise in footfall for the merchants, and 48.2% preference for Visa against competitors during the campaign, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2026Outdoor – Interactive ExperiencesBronze
- Dubai Lynx 2026Direct – Data-Driven Direct StrategyBronze
Credits
- Creative agency and PR
- Saatchi & Saatchi ME
- Production and post-production
- Good People Films
- Media placement
- Starcom
- Chief Executive Officer, Publicis Groupe Middle East & Turkey
- Bassel Kakish
- Chief Creative Officer, Saatchi & Saatchi ME
- Sebastien Boutebel
- Chief Strategy Officer, Publicis Groupe Middle East & Turkey
- Tahaab Rais
- Chief Creative Officer, Publicis Groupe ME
- Ahmed Younis (Fizo)
- Chief Executive Officer, Publicis Communications UAE
- Nathalie Gevresse
- Chief Executive Officer, Saatchi & Saatchi Gulf
- Ramzi Sleiman
- Creative Director, Saatchi & Saatchi ME
- Yuste de Lucas
- Creative Director, Saatchi & Saatchi ME
- Rudy Zulkifly
- Business Director, Saatchi & Saatchi ME
- Jad Hassanieh
- Associate Business Director, Saatchi & Saatchi ME
- Lea Maalouli
- Senior Creative Director, Saatchi & Saatchi ME
- Nicolas Geahchan
- Senior Art Director, Saatchi & Saatchi ME
- Vitor Palma
- Senior Copywriter, Saatchi & Saatchi ME
- Dashini Waran
- Art Director, Saatchi & Saatchi ME
- Alia Elwi
- Associate Design Director, Saatchi & Saatchi ME
- Joao Xavier
- Animator, Saatchi & Saatchi ME
- Daniel Masilang
- Manager Strategy and Insights, Saatchi & Saatchi ME
- Fatima Talaat
- Senior Creative Director, Saatchi & Saatchi ME
- Hash Milhan
- Senior Copywriter, Saatchi & Saatchi ME
- Farishte Irani
- Manager Digital Delivery, Saatchi & Saatchi ME
- Biju Varughese
- Senior Producer, Saatchi & Saatchi ME
- Omar Gamal
- Head of Production, Publicis Communications
- Shereen Mostafa
- Executive Producer, Good People Production
- Omar Khalil
- Producer, Good People Production
- Nour Abdel Latif
- Line Producer, Good People Production
- Omar Hindi
- Assistant Producer, Good People Production
- Adel Imam
- Film Director, Good People Production
- Ahmed Bakir
- Assistant Director, Good People Production
- Shady Salah
- Director of Photography, Good People Production
- Karim Marold
- Stylist, Good People Production
- Salma Adly
- Prop Master, Good People Production
- Mahmoud Taima
- SVP, Chief Marketing Officer CEMEA, Visa
- Tarek Abdalla
- Senior Director EMEA, Visa
- Leen Fakhreddin
- Brand Marketing CEMEA, Visa
- Tihana Begovic
- Senior Marketing Manager CEMEA, Visa
- Tala Nawfal
- Senior Director Marketing MENA & S.Asia, Visa
- Hussein Kandil
- Senior Marketing Manager, Visa
- May Karim
- Senior Marketing Manager, Visa
- Salem Seif
- Business Partner, Starcom
- Yara Nassif
- Business Director, Starcom
- Aneesha Hingorani
- Director, Corporate Communications, Publicis Communications UAE
- Angela Bak
- Manager, Corporate Communications, Publicis Communications UAE
- Chhaon Bahl
