Client: Etisalat (e&)

Role: Conceptual Team / Senior Copywriter

Agency: BBDO Dubai

Campaign Overview:

While brands constantly offer raffles and opportunities to win, consumers felt constantly suspicious of being able to win. Either out of distrust or feeling the odds are never in their favor.  To launch Wasel Gifts – a reward program that you get a guaranteed win with every recharge, we took luck out of the equation. Who needs luck, when you win with every recharge. The campaign doubled our engaged recharge base, and the main film was featured on Vimeo Staff Picks, and Vimeo Best Of The Month.

Recognition:

2x shortlists at Effies

Vimeo Staff Pick

Vimeo Best of the Year

Vimeo Best of the Month