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Several years ago in the United Arab Emirates, eating out felt like the national pastime. But despite a 15% Cashback, people weren’t using their Standard Chartered cards when the bill arrived. The bank wanted to increase existing cardholder spends and generate new ones. Short-lived, tactical dining offers were everywhere at this time. Foodie conversations around the diverse local eateries across the Emirate were difficult to find, however.

This small budget campaign was about starting and building a foodie conversation for the country. It worked. Card spends increased dramatically. A foodie community was born. The idea spread, with Standard Chartered India creating their own India Food Explorer.

Country: United Arab Emirates
Agency: TBWA\RAAD