Total 626 words used. If the word count is more than 25 words over the limit, please deduct one (1) point from your score.
Launched in October 2024, the FAB Rewards Indulge Credit Card has quickly become one of our top selling core- credit card products setting new benchmarks with exponentially higher acquisition rates 156%+ vs. previous month on a core card product of similar category in the portfolio. This innovative product goes beyond conventional rewards by aligning with UAE consumers’ shopping and dining trends making it highly relevant and impactful.
Building upon success of the FAB Rewards program which has driven remarkable engagement bank wide, the Indulge Credit Card offers substantial rewards for shopping, dining, ecommerce and online spending making it a multi brand unique value proposition in the era of food delivery apps and online shopping trends offering high value rewards to a broad segment of masses across expats and Emirati in the UAE.
Product conception: Driven by customer engagement and inclusivity.
The FAB Rewards Indulge Credit Card was introduced to enhance and expand the popular FAB Rewards program, transforming it into a dedicated credit card product with broader access to everyday rewards. Targeted at the mass market, the Indulge credit card brings inclusivity to the forefront, available as a first time FREE product for customers with an income threshold starting from AED 5K making rewards accessible to more of the population, encouraging responsible credit use with meaningful benefits that make cardholders feel truly valued.
Design: Tailored benefits for UAE lifestyle
Working closely with Mastercard, we developed the FAB Rewards INDULGE Credit Card based on extensive consumer research and gap analysis of competitors. Mapping key personas and analyzing UAE’s shopping and dining trends, we crafted benefits that meet everyday lifestyle needs. The card offers monthly spend bonuses of up to 20,000 FAB Rewards, a multiplier of 5 times rewards on e-commerce spending, discounts and 20% off at namshi, entertainment and popular dining spots across the UAE resonating with customer spending preferences, thereby positioning the card as a leader in the rewards market.
The card’s physical design reflects UAE identity, incorporating elements inspired by the Pineapple Tower in Abu Dhabi (Al Bahar towers). This cultural connection deepens customer affinity, giving cardholders a sense of pride and connection to the UAE’s architectural landscape.
Production and Distribution: High impact marketing
The production and distribution of the FAB Rewards INDULGE credit card is supported by a mega advertising campaign as attached in this submission. To boost adoption, the card was launched with a compelling banking relationship offer enabling multi-product applicants to receive the all-new iPhone 16, a value driven incentive highly effective in attracting interest.
The card is widely accessible through FAB digital channels, branches, sales feet on street and our contact center ensuring members needs are addressed across our distribution model.
CVP: Market differentiation
This card meets the diverse needs of a UAE consumer with its generous monthly spend bonuses, rich rewards and 20% discounts at key shopping, entertainment and dining spend. The well-rounded suite of rewards redemption appeals to the segment of 1 through its extensive choice presenting something for everyone including cashback, travel, savings towards bill payments, gaming, online and mall shopping e-vouchers and instant redemption at outlets across the UAE. This card program has been successfully positioned as an everyday essential for consumers seeking high value with a robust strategy in place driving lifetime value with rich rewards on domestic and cross border transactions.
Innovation: Leading in consumer centricity
Through its inclusive rewards rich structure, unique design, and alignment with UAE consumer trends, the card has outperformed rewards core cards acquisitions setting new standards. By expanding access to rewards-based credit cards across income segments and integrating cultural identity, offering impactful and meaningful redemption choices, the indulge card has re-defined what a FREE credit card can offer highlighting our commitment to meeting customer needs while maintaining market differentiation.
Nomination Title: FAB REWARDS INDULGE Credit Card consumer product innovation
