FAWZ.
Slang Advertising turned Qi's FAWZ prize draw, built into the SuperQi app, into a weekly ritual in Iraq, using Iraqi dialect and a live Friday draw show.
- Brand
- Qi (SuperQi)
- Agency
- Slang Advertising
- Market
- Iraq
- Region
- MENA
- Year
- 2026
The challenge
In Iraq the rival to a digital wallet is cash and the habit of reaching for it, and discounts rarely break a habit, according to the agency.
The idea
Every eligible payment made through SuperQi earns a free entry into a live weekly draw, with nothing to buy. Season one, launched in May 2026, spoke in dialect and mocked shortcuts to luck. Season two, from 18 September, made the reward social: groups of two to eight friends earn double tickets and share half a prize if one wins. The draw was broadcast live on Al Rabiaa TV and inside the app, with more than 80 pieces of content in Arabic, English and Kurdish.
Results
- Social reach more than tripled in May 2026 (agency and client claim)
- More than 127,000 winners so far (agency and client claim)
- 5,277 winners of IQD 25,000 at the 23 October live draw (agency and client claim)
Case study source: Campaign Middle East Source ↗