Visa has launched a campaign powered by real-world listening to provide small businesses in Egypt with free social media exposure whenever the word “Visa” is said in-store.
Less than two years after its launch in Egypt, the global payments brand has partnered with Saatchi & Saatchi MEA to capitalise on the cultural trend of Egyptians frequently asking “cash walla Visa?”, which translates to “Cash or Visa?”, in stores.
Visa has installed AI-powered voice devices in partner stores to capture every real-life mention of “Visa” during customer conversations. Each time it was said, it was recorded, with more mentions earning the store additional media support.
Every mention of the brand, whether intentional or accidental, captured in-store has been converted into sponsored ads on social platforms like TikTok and Instagram, turning authentic conversations into genuine exposure.
Since the launch, Visa has reported that early participating merchants are already experiencing tangible benefits. As more merchants are recognised for embracing this untapped cultural opportunity, Visa aims to reinforce that every transaction is not just a payment – it’s a moment of progress.
In addition to offering small businesses across Egypt media exposure, Visa’s campaign highlights how deeply the brand is embedded in the daily lives of merchants, to the point where it’s naturally included in a commonly used phrase. This is further underscored by the fact that many merchants use the brand as a substitute for “card.”