Office party with colleagues, some jumping on a table, others taking photos, with a large sign reading 'LUCKY OR NOT' in the room.

LUCKY OR NOT

INSIGHT

The UAE, with one of the highest mobile penetrations globally (204% in 2020), posed a new challenge: driving more recharges from our price-sensitive prepaid users, who made up over 80% of our base.

IDEA

People are often skeptical of brand raffles and rewards they feel rigged, unwinnable, or just plain pointless. Most believe the odds are stacked against them, and few trust that the prizes are ever truly given away.

EXECUTION

To reach our diverse UAE audience, we launched a no dialogue film showcasing unlucky everyday moments reminding viewers that with Wasel Gifts, luck isn’t needed: every recharge wins. The campaign extended across social media, discovery ads, and digital.

AWARDS & RECOGNITION

VIMEO
STAFF PICKS 2022
BEST OF MONTH

DUBAI LYNX 2022
2X SHORTLISTS

CANNES LIONS 2022
1X SHORTLIST

A man falls down the stairs, with another man standing nearby. The staircase has the words 'LUCKY OR NOT' in large letters on it, with several badges in the top right corner and a row of fan-generated posts, stickers, GIFs, and statistics displayed along the bottom.
A man falls down the stairs, with another man standing nearby. The staircase has the words 'LUCKY OR NOT' in large letters on it, with several badges in the top right corner and a row of fan-generated posts, stickers, GIFs, and statistics displayed along the bottom.
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