Brief

Eating out is a national pastime in the United Arab Emirates. Despite a 15% cash-back, Standard Chartered credit cards weren’t top of mind. Plus, we had only $32,000 to change things around.

Idea

UAE Food Explorer: A community by the foodies, for the foodies.

Recognition / results

GEMAS effie MENA Awards 2010 / Grand prix
GEMAS effie MENA Awards 2010 / Gold
Dubai lynx 2011 / silver
47% increase in credit card sales
26.7% more spend by inactive cardholders
80 partner restaurants

My contribution

Part of the strategy team + Ideation