Latest news with #WallaVisa
Campaign ME
15 hours ago
- Business
- Campaign ME
Do you need Albert Einstein on your creative team?
Artificial intelligence has become a powerful force in the advertising world. It can analyse massive datasets, predict consumer behaviour, optimise ad placements and even generate copy or visuals. In short, AI has a high IQ — some estimates place ChatGPT's verbal IQ as high as 155, putting it in the top 0.1 per cent of human test-takers. But in an industry where emotion drives action, one question looms large: Can AI truly understand and create with emotional intelligence? Creative core of advertising At its heart, advertising is not just about selling — it's about connecting. The most memorable campaigns don't just inform; they move people. Think of Publicis Groupe's Working with Cancer (2023), a global initiative that encouraged companies to support employees battling cancer. Or Cars to Work which helped job seekers in France by offering free cars until they secured employment. And then there's WoMen's Football, which cleverly challenged gender bias in sports by disguising female athletes as male football stars — only to reveal the truth and flip perceptions. These campaigns didn't win awards because of clever algorithms or media spend — they won because they tapped into human emotion, cultural relevance, and authentic storytelling. This is where EQ comes in. Why EQ matters in creative work In emotionally intelligent advertising, empathy plays a foundational role — it's about truly understanding the audience's feelings, struggles, and aspirations, not just targeting demographics. This deep emotional insight allows brands to craft messages that resonate on a personal level. Equally important is cultural sensitivity, which ensures that campaigns navigate diverse values, humour, and taboos with respect and relevance, avoiding missteps that can alienate or offend. Emotional timing is another subtle yet powerful element; knowing when to inspire, when to comfort, and when to provoke can make the difference between a forgettable ad and one that sparks a movement. And above all, authenticity is what binds it all together — creating messages that feel genuine, not robotic, and that reflect the brand's true voice and values. Visa's recent 'Walla Visa' campaign in Egypt is a perfect example. Built around the everyday phrase 'cash walla Visa?'—a colloquial way merchants ask customers if they're paying by card — the campaign turned a cultural habit into a platform for empowerment. It resonated because it was rooted in local language, everyday behaviour, and a genuine understanding of how people live and transact. It's a campaign powered not by data alone, but by listening, empathy, and cultural fluency — hallmarks of emotional intelligence in action. AI's role: Assistant, not auteur AI is a powerful tool for generating ideas, refining content, and optimising performance — it can test headlines, suggest visuals, personalise messaging, and even predict emotional responses. But what it gains in efficiency, it lacks in lived experience. The heart of a great ad often lies in vulnerability, humour, or insight — qualities only humans truly bring to the table. Risk of emotionless creativity When brands rely too heavily on AI without human oversight, the results can feel generic or tone-deaf. We've already seen examples of AI-generated ads that miss cultural context or unintentionally offend. In a world saturated with content, blandness is the enemy. Even our interactions with AI reveal how deeply emotional intelligence is wired into human behavior. OpenAI's CEO recently shared that users saying 'please' and 'thank you' to ChatGPT has cost the company tens of millions of dollars in extra processing. It's a quirky but telling reminder: people instinctively bring empathy and etiquette into every exchange—even with machines. That's not just politeness; it's emotional intelligence in action. EQ is the soul of creativity AI may have a high IQ, but in advertising, EQ is the soul. It's what turns a message into a movement, a product into a purpose, and a brand into a beloved part of someone's life. Letting AI take the lead on creativity is a bit like hiring Albert Einstein to run your creative department — undeniably brilliant, but not exactly known for his emotional finesse, collaborative spirit, or brand storytelling chops. Genius? Absolutely. But also famously absent-minded, socially awkward, and not particularly tuned in to the subtleties of human emotion. Creativity, especially in advertising, isn't just about being smart—it's about being felt. And for that, you need more than IQ. You need heart. By Nicolas Geahchan, Senior Creative Director, Saatchi & Saatchi MEA
Campaign ME
16-04-2025
- Business
- Campaign ME
Visa picks ‘cash walla Visa' phrase to support merchants in Egypt
In partnership with Saatchi & Saatchi MEA, Visa has launched a campaign powered by real-world listening, turning a commonly used phrase amongst Egyptian merchants into a testament of how the global payments brand is woven into the fabric of daily life. Daily transactions in Egypt often come with a familiar phrase: 'cash walla Visa?' It's a question merchants have asked for years – passed down from one generation to the next. This isn't a campaign line taught by Visa. It's a cultural expression that emerged on its own, instinctively adopted by shops and shoppers alike. Seizing this cultural phenomenon, Visa's Walla Visa campaign aims to give small businesses the tools to promote themselves on a larger scale. The brand has installed AI voice-activated devices in partner stores to catch every real-life mention of 'Visa' during customer chats. Each time someone said it, it was counted – and the more they said it, the more media support the store earned. Every mention of the brand, intentional and unintentional, picked up in-store has been transformed into sponsored ads across social platforms such as TikTok and Instagram, turning real conversations into real exposure. 'At Visa, we see small businesses as the heart of economies, and we are committed to their success,' said Hussein Kandil, Senior Marketing Director MENA & Visa. 'These merchants have supported Visa for years through a simple, organic phrase. With Walla Visa, we're turning that everyday expression into a real opportunity for growth.' Visa aims to back the voices that have backed it for years, giving participating stores free media support and brand visibility both online and on the streets. 'The best insights in business are unearthed by listening to people,' said Tahaab Rais, Chief Strategy Officer, Publicis Groupe. 'We have heard 'cash walla Visa' a lot in Egypt across mechants, and it was time we acknowledged that for Visa, and used this cultural fuel for not just for the brand's own benefit but for Egyptian small businesses too.' 'Walla Visa is a powerful example of how culture shapes commerce,' said Fizo Younis, Chief Creative Officer Publicis Communications Egypt & KSA. 'By spotlighting the merchants behind the phrase, we're turning a shared behaviour into a shared success story.' The campaign has launched in Egypt, and has claimed that early participating merchants are already seeing tangible benefits. As more merchants are celebrated based on this untapped cultural opportunity, Visa aims to continue to show that every transaction is more than just a payment – it's a moment of progress. Credits: Visa: Tarek Abdalla SVP, Chief Marketing Officer CEMEA Leen Fakhreddin Senior Director CEMEA Tihana Begovic Brand Marketing CEMEA Sasha El Jurdi Senior Marketing Manager CEMEA Tala Nawfal Senior Marketing Manager CEMEA Denis Yakimchuk Senior Marketing Manager CEMEA Hussein Kandil Senior Director Marketing MENA & May Karim Senior Marketing Manager NALP Salem Seif Senior Marketing Manager NALP Jagruti Mistry Sr. Director CEMEA Corporate Communciations & Events Eman ElGamal Director Corporate Communications Saatchi & Saatchi MEA: Bassel Kakish Chief Executive Officer at Publicis Groupe ME & Turkey Nathalie Gevresse CEO Publicis Communications UAE Ramzi Sleiman Head of Agency Sebastien Boutebel Chief Creative Officer, Saatchi & Saatchi ME Tahaab Rais Chief Strategy Officer Ahmed Younis (fizo) Chief Creative Officer Publicis Communications Egypt & KSA Yuste de Lucas Creative Director Rudy Zulkifly Creative Director Ziad Chami Business Lead Jad Hassanieh Business Director Lea Maalouli Associate Business Director Nicolas Geahchan Senior Creative Director Vitor Palma Senior Art Director Alia Elwi Junior Art Director Joao Xavier Associate Design Director Daniel Masilang Animator Farishte Irani Senior Copywriter Omar Gamal Senior Producer Shereen Mostafa Head of Production Good People Production House: Omar Khalil Executive Producer Nour Abdel Latif Producer Omar Hindi Line Producer Adel Imam Assistant Producer Ahmed Bakir Director Shady Salah 1st AD Karim Marold DOP Salma Adly Stylist Mahmoud Taima Prop master
Zawya
11-04-2025
- Business
- Zawya
Visa helps Egypt's small shopkeepers turn a common phrase into free advertising
Cairo: In Egypt, daily transactions often come with a familiar phrase: 'Cash Walla Visa?' It's a question merchants have asked for years - passed down from one generation to the next - reflecting just how deeply Visa is woven into the rhythm of everyday commerce. This isn't a campaign line taught by Visa. It's a cultural expression that emerged on its own, instinctively adopted by shops and shoppers alike. Today, 'Visa' has become a generic trademark for all card payments - a true testament to its place in the fabric of daily life. But while these small businesses are deeply connected to their communities, many lack the tools, platforms, or budgets to promote themselves on a larger scale. They wish to grow and reach more customers - but often don't have access to the advertising avenues that bigger brands enjoy. Visa has always championed everyday progress, empowering businesses and individuals to move forward through seamless, secure payments. As part of this commitment, Visa recognizes that small businesses are the backbone of economies and that even the most routine transactions can drive meaningful impact. Now, Visa is recognizing this widespread behavior and turning it into an opportunity for small businesses with 'Walla Visa?' - a campaign designed to celebrate and support the very merchants who have, knowingly or not, long been part of Visa's everyday story. Visa has installed AI voice-activated devices in partner stores to catch every real-life mention of 'Visa' during customer chats. Each time someone said it, it got counted - and the more they said it, the more media support the store earned. Because when 'Cash Walla Visa?' is already part of the conversation, why not turn those words into real-world rewards! Every 'Visa' mention, intentional and unintentional, picked up in-store is transformed into sponsored ads across TikTok, Instagram, and beyond - turning real conversations into real exposure. Visa has backed the voices that have backed it for years, giving participating stores free media support and brand visibility both online and on the streets. 'At Visa, we see small businesses as the heart of economies, and we are committed to their success,' said Hussein Kandil, Senior Marketing Director MENA & Visa 'These merchants have supported Visa for years through a simple, organic phrase. With Walla Visa, we're turning that everyday expression into a real opportunity for growth.' The campaign has launched in Egypt, and early participating merchants are already seeing tangible benefits. As more merchants are celebrated based on this untapped cultural opportunity, Visa continues to show that every transaction is more than just a payment - it's a moment of progress.
