Eidiya 18+.
For Eid al-Fitr 2023, stc pay launched Eidiya 18+, a spin-the-wheel game in its app that let adults send and catch the Eid money usually kept for children.
- Brand
- stc pay
- Agency
- VML Saudi Arabia
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2023
The challenge
Spending climbs around Eid on gifts, travel and entertainment, yet cash and cards still took most of it, and stc pay wanted a bigger share and more use of its app during Ramadan. The insight: only over-18s can hold an stc pay wallet, which is roughly when people stop receiving Eidiya.
The idea
Wunderman Thompson Saudi, now part of VML, gave grown-ups an Eidiya of their own. A comic film launched it by showing adults missing out on the tradition, and social posts and outdoor kept the joke going with the line 'Grown-ups deserve an Eidiya'. In the app, a sender loaded an Eidiya and picked the players, who then spun a wheel against the clock to catch a share of it.
Results
- 1.43 million Eidiyas worth SR12 million in total in 10 days, according to VML's case page
- 530,000 new users registered in the same 10 days, according to the same page
- 13.6 million impressions and 24.4 million views, according to the same page
Case study source: VML Source ↗
