The behaviour exists. The infrastructure exists. The digital habits exist.
Digital Payments
Saudi consumers are already comfortable with digital payments. The infrastructure is fully built and widely adopted.
Visa Brief / LionX Terrain
BNPL Mainstream
Saudis are already borrowing. 25 million users on Tamara and Tabby. The credit behaviour already exists.
Deep Research / LionX
Travel & Spend
Outbound travel and retail consumption growing 20-30% YoY. The spend is large and accelerating.
Visa Brief
Value-Savvy
Saudis heavily engage with loyalty programmes. The desire for rewards is already primed and present.
Visa Brief / Where Cash Hides
02OPPORTUNITYThe gap in plain sight
The Insight
Every time a Saudi spends, everyone wins.
Every transaction generates value for a chain of entities merchants, apps, banks, platforms. Everyone extracts something real. The spender walks away with a receipt. And nothing else.
The Cultural Trigger
مغبون
Being the one who didn't know what everyone else knew the most powerful trigger for action in Saudi culture. It doesn't produce shame. It produces immediate action.
The Transaction Chain
🏪
المتجر كسب:
SAR 12 ✓
📱
التطبيق كسب:
SAR 4 ✓
🏦
البنك كسب:
SAR 2 ✓
👤
أنت كسبت:
0
The Religious Barrier Also Solved
44%
of Saudis who avoid credit simply didn't know halal options were available. Islamic banks already issue Sharia-compliant Visa credit cards. The barrier was solved years ago. Nobody announced it loudly enough.
03THE IDEAThe campaign line
الكل بيكسب إلا أنت. لحد الحين.
Everyone's winning off your spend except you. Until now.
We don't ask Saudis to change their behaviour. We don't educate. We don't lecture. We reveal what's already happening every transaction generating value for everyone except them. The moment they see it, credit becomes the obvious correction. And because the campaign runs with an Islamic bank the solution is halal from day one.
How It Works
01
Don't educate.
We don't explain credit cards. We don't lecture about rewards. We don't ask anyone to change who they are.
02
Reveal the gap.
We show exactly what's already happening every transaction generating value for everyone except the spender.
03
Credit is the correction.
The moment they see the zero the Islamic Visa credit card is the obvious, halal, immediate answer.
Both Barriers. One Receipt.
The gap is revealed. The solution is halal. Al Rajhi and Al Ahli's name on the receipt answers the رِبا question before it's asked. Two brands. One execution. Every barrier dissolved.
04CREATIVE SYSTEMThe hero + the formula
The Receipt That Exposed Everything.
The most ignored object in Saudi retail becomes the campaign. In partnership with Al Rajhi Bank or Al Ahli Bank.
The Formula Printed On Every Receipt
المتجر كسب:
SAR 12 ✓
التطبيق كسب:
SAR 4 ✓
البنك كسب:
SAR 2 ✓
أنت كسبت:
0
لو دفعت ببطاقة Visa الإسلامية من Al Rajhi / Al Ahli:
كنت كسبت SAR 8 ✓
JAHEZ · جهيز · Friday Afternoon
المتجر كسب:
SAR 12 ✓
التطبيق كسب:
SAR 4 ✓
البنك كسب:
SAR 2 ✓
أنت كسبت:
0
لو دفعت ببطاقة Visa الإسلامية:
كنت كسبت:
SAR 8 ✓
بدون فوائد · بدون ربا · بالكامل حلال
QR قدّم على بطاقة Visa الائتمانية الإسلامية
In Partnership With
Any Islamic Credit Card Issuing Bank
Al Rajhi, Al Ahli, Riyad Bank, or any Saudi bank that issues Sharia-compliant Visa credit cards. Their name on the receipt answers the رِبا question before it is asked. Two brands. One receipt. Every barrier dissolved. The Islamic bank carries the credibility Visa alone cannot claim in this market.
الكل بيكسب إلا أنت. لحد الحين.
Visa Credit Card · Islamic Bank Partner
05ROLLOUTThree phases · one reveal
Three phases. One reveal.
The campaign earns its reveal because the audience already felt the truth before they knew who was saying it.
Phase One
01
The Itch
Receipts start appearing differently at partner merchants across Riyadh and Jeddah. No campaign announcement. No fanfare. Just the formula at the bottom of every receipt. Confusion starts. People photograph it. Sharing begins.
Phase Two
02
The Spread
The receipt gets talked about. Saudi Twitter notices. Creators react. The formula becomes a meme because it's true, specific, and outrageous. Al Rajhi's name gives it instant credibility. No one can call it haram. The name is right there.
Phase Three
03
The Reveal
Visa and the Islamic bank step forward together. لحد الحين. The halal credit card is the answer. Apply now. The campaign lands because the audience already felt the truth before they knew who was saying it.
06LEGSSix executions · one formula
Six executions. One formula.
Everywhere Saudis spend, the formula appears. Every format teaches the same truth.
LEG 01 HERO
Physical Receipts
Partner merchant receipts across Riyadh and Jeddah. Jahez, Tamimi, % Arabica, gaming cafes, Careem printouts. Gulf Arabic copy. Saudi merchant names. The Islamic bank name answers the رِبا question. The infrastructure already exists. No media buy needed.
LEG 02
Small Films
A series of short films. Each a different Saudi spending moment. Same formula. Same silence at the end. Different person, different receipt, same zero.
FILM A
The Nail Salon. A woman pays. Full price. Says يسلمو إيديج. Walks out. In the car she reads the receipt. The formula is there. The formula shows how much the session earned everyone except her. She stares at the zero.
FILM B
The Group Dinner. One guy insists on paying for the whole table. Takes the receipt. The formula runs for the full amount. The formula shows how much the dinner earned everyone except him. He stares at the zero.
FILM C
The Airport. A young Saudi about to board. Buys coffee. Reads the receipt. Looks at his boarding pass. Looks back at the receipt. The formula shows how much the coffee earned everyone except him. He stares at the zero.
FILM D
Salary Day. First of the month. Big Noon order. Celebration. Receipt prints. The formula shows how much the celebration earned everyone except him. He stares at the zero.
No voiceover. No explanation. Just the receipt and the silence after it.
LEG 03
Snapchat Lens
Scan any receipt, partner or otherwise. The formula appears in AR. One question: هل كسبت هذا؟ YES, celebration, share your win. NO, the gap in SAR, direct link to apply for the Islamic Visa credit card.
LEG 04
Social and Meme Layer
Saudi copywriters build the مغبون meme series using the formula structure. The Islamic compliance angle targets the 44% who never knew halal cards exist. ظننت إن بطاقات الائتمان حرام؟ الكل كان يعرف ✓ أنت: 0 لحد الحين.
LEG 05 PARTNERSHIP OPPORTUNITY
Gaming Partnership
Saudi Arabia has 21 million gamers. They already understand one concept completely: you play, you earn. Loot, points, XP, rewards. Every gaming session is a lesson in the value of spending smart. The credit card is the same mechanic in real life. The opportunity here is to reach Saudi Gen Z inside the activity they love most, and show them that the real world has a rewards system too. They just never activated it.
The Insight — Why Gaming Works
Saudi gamers already understand earning from spending. Loot systems, point systems, progression mechanics — they have been learning this logic since they first picked up a controller. The Visa Islamic credit card is not a new concept for them. It is the real-world version of what they already do every single gaming session. The card gives them points for spending. The game gives them loot for playing. Same brain. Same reward loop. The campaign just names it. And for the first time, the game they have been playing every day of their lives starts paying out.
LEG 06
OOH / DOOH
The formula. Full screen. No lifestyle imagery. No smiling people. Just the truth. المتجر كسب ✓ التطبيق كسب ✓ البنك كسب ✓ أنت كسبت: 0 بدون ربا. بالكامل حلال. لحد الحين. The most honest financial billboard Saudi Arabia has ever seen.
٠
CLOSING LINE
We didn't change how Saudis spend. We showed them the receipt they never got.
الكل بيكسب إلا أنت.
لحد الحين.
Visa Credit Card · حلال · بدون ربا Al Rajhi Bank / Al Ahli Bank · Saudi Arabia · 2025