A bespoke augmented reality game built for RTA's Public Transport Day — sending players across Dubai metro stations to solve clues, collect AR coins, and earn real Nol points. The first winner took home one million Nol Plus points. Every player left knowing more about Dubai's public transport network than when they started.
RTA needed an activation for Public Transport Day that would do more than celebrate the occasion — it needed to actively engage the public with Dubai's metro network in a way that was genuinely fun, educational, and rewarding. The brief was to create an AR game, inspired by the global success of Pokémon Go, that would reward players and generate engagement that was both entertaining and informative about public transport.
The game needed to work across multiple metro stations simultaneously, integrate directly with RTA's existing Nol point reward infrastructure, and be accessible to a wide public audience through their own mobile devices. It also needed to carry real stakes — a grand prize of one million Nol Plus points — to drive serious participation and media attention around the Public Transport Day event.
We wanted people to experience the metro differently — not just ride it, but explore it. The AR game turned every station into a destination, and every player into an ambassador for public transport.
RTA Public Transport Day Team
The activation turned Public Transport Day into a city-wide event. Players spread across Dubai's metro network, solving clues and collecting AR coins at stations they may never have visited before. The Nol points integration gave the game real-world value — every interaction was a genuine reward, not just a digital badge. The grand prize of one million Nol Plus points created a competitive edge that drove serious participation and significant social media attention.
By connecting the excitement of AR gaming directly to RTA's existing reward infrastructure, the project achieved something rare: an activation that was simultaneously entertaining, educational, and commercially meaningful. Players left with a deeper familiarity with Dubai's public transport network — and a reason to keep using it.
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