SMILES DELIVERS FOOD
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.
INSIGHT
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.
IDEA
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 banners.