To disrupt the loyalty program landscape and boost usage of Qitaf, Saudi Telecom’s loyalty program, the telco took the 2018 FIFA World Cup in Russia as the perfect opportunity to lower the redemption rate and launch a promotion: Every Qitaf member gets the chance to win a highly sought-after trip there when they spend 1 Riyal at any Qitaf partner store.

We turned every one Riyal product at Qitaf partner stores into a medium that advertised this promotion and highlighted how the smallest purchase can give you the experience of a lifetime: attending the World Cup in Russia.

The campaign resulted in a 676% increase in Qitaf point redemption.

Both commercials were each awarded a Bronze in Film at the 2019 Dubai Lynx Festival of Creativity.