Saatchi & Saatchi has partnered with Visa and noon to launch Tap to Tip, an initiative to help generosity keep pace with an increasingly cashless UAE.
In developing the idea, Saatchi & Saatchi identified a growing disconnect between the way people pay and the way they tip.
Visa’s latest Where Cash Hides study found that 80 per cent of payments in the UAE are now made digitally. Yet tipping remains one of the largest uses of cash, with 58 per cent of consumers still relying on cash to leave tips.
Nicolas Geahchan , Senior Creative Director at Saatchi & Saatchi, said, “As digital payments have become the norm, tipping has remained one of the few everyday interactions still dependent on cash. The willingness to give is still there, but the opportunity to act on it is becoming easier to miss. Tap to Tip was designed to solve that in the simplest way possible, using a technology people already know and trust to make generosity easier to act on in the moment.”
Saatchi & Saatchi responded by turning one of the UAE’s most familiar payment behaviours into a new way to show appreciation with Tap to Tip, which is an NFC-enabled sticker system that allows anyone to contribute to delivery riders with a simple smartphone tap, even without placing an order.
By tapping the sticker, customers are directed to a dedicated tipping page where they can securely complete their contribution in seconds.
The initiative aims to make tipping more visible and accessible, turning everyday moments into opportunities for generosity and making it easier for people to recognise the riders who support communities every day.
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Salima Gutieva , Vice President and UAE Country Manager for Visa , said, “Delivery riders play a vital role in our communities, helping people access food, groceries, and everyday essentials wherever they are. Tap to Tip demonstrates how innovation can make it easier to recognize and support the people behind these everyday moments. By simplifying digital tipping, we are creating more opportunities for consumers to show appreciation through fast, secure, and convenient payments while supporting financial inclusion across the digital ecosystem.”
The stickers are being rolled out across noon’s rider network and displayed on participating riders’ delivery bags, bike boxes, helmets or uniforms.
Each contribution enters a shared pool that is distributed across participating noon riders, with riders receiving 100 per cent of all contributions.
Ali Kafil-Hussain , Chief Business Officer at noon , said, “Our riders are the people our customers see every day, and they deserve to feel recognized for the work they do. Customers have always been able to tip on noon, with 100 per cent of every tip going directly to the rider. Tap to Tip simply makes that appreciation even easier. It’s a small change that gives customers another simple way to say thank you and helps us continue recognising the people behind every delivery.”
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The associated integrated social and digital campaign is now live, with the hero film for the campaign produced by Good People with media agency support provided by Starcom.
The launch builds on a shared ambition between Visa, noon and Saatchi & Saatchi to use technology to solve everyday challenges through simple, practical innovation.
By helping generosity keep pace with the way people now pay , t…