TLDR: SHARE by Majid Al Futtaim has launched a groundbreaking campaign for the ENBD SHARE Credit Card, integrating advanced AI tools into its creative and media strategy. The campaign combines live action with generative visuals and extensive personalization, resulting in over 40 tailored creative variations. This innovative approach has led to record sign-ups for the card and significant improvements in brand perception and consideration metrics.
SHARE by Majid Al Futtaim has unveiled a pioneering marketing campaign for its ENBD SHARE Credit Card, setting a new benchmark for how brands can integrate artificial intelligence into their core creative and media processes. The campaign, currently active across the UAE, seamlessly blends live-action direction with generative visuals and large-scale personalization to introduce the new card and its benefits to a diverse audience.
At the heart of this innovative campaign is a hero film that marries conventional production techniques with AI-led sequences. Elements of the narrative, including environment transitions and visual treatments, were meticulously crafted using generative AI. Notably, an AI artist was involved from the early stages to co-direct the AI portions of the film. In one instance, the lead actor’s face was scanned and utilized in AI-generated scenarios, with the final output later revealed to him in a behind-the-scenes social cut, adding a unique human touch to the automated rendering process.
Beyond the central film, the campaign’s second crucial layer focuses on hyper-personalization. The marketing team developed more than 40 distinct variations of mid-funnel creatives. These were specifically tailored to various audience contexts, such as families in cinemas, shoppers in malls, or digital-first professionals, ensuring a highly relevant and engaging message across different touchpoints.
The campaign adopted a comprehensive full-funnel strategy, designed to engage a typical Dubai resident throughout their day. This included out-of-home placements on major highways during morning commutes, extending into malls, cinemas, digital platforms, social media, and email. Retail presence was prominently visible across several Majid Al Futtaim destinations, including Carrefour, VOX Cinemas, and Ski Dubai, with brand takeovers also implemented in ENBD branches. This widespread visibility aimed to maintain a consistent brand message across high-traffic, high-engagement locations.
The campaign was spearheaded by the in-house SHARE marketing team, with significant contributions from external partners. Production of the hero film was managed by Dry Point Studios, while generative visuals were developed in collaboration with Haze and Yasmin Matos Studios. Ogilvy provided support for the social media rollout, and influencer engagement was expertly handled by Tale Gurus. Starcom led the media strategy, and event planning was executed by Quill Middle East.
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Initial results indicate a resounding success for the campaign. The brand reported record sign-ups for the ENBD SHARE Credit Card within the first month of its launch. Furthermore, a YouGov top-of-mind study conducted post-launch revealed that SHARE emerged as a leading name when UAE residents were surveyed about loyalty and rewards programs. The campaign also significantly contributed to a 30 percent increase in the perceived value for money for the brand, with consideration metrics, measured through the same index, rising by over 30 percent compared to pre-campaign levels. These outcomes underscore the effectiveness of integrating advanced AI and personalization in modern marketing strategies.
