Late for a Reason.

Barq came late to Saudi digital wallets. It was licensed by the Saudi Central Bank (SAMA) in January 2024 and launched its app on 29 July, the company said (Mubasher). Habbar's Effie entry gives the objective as 'Launch Barq and stand out in a saturated e-wallet market' and the problem as 'We were late to a market dominated by banks and telecoms.'

Habbar turned being last into the argument. Its Effie entry's insight is that people don't care who came first, only who got it right, and its line is 'Late for a reason. The last digital wallet you'll ever need.' The launch film runs on Barq's YouTube channel as 'برق ماله آخر', which Habbar's English case page calls 'Barq Has No Last'; the agency handled strategy, the creative concept, copywriting, video production and social media. Veyron Marketing's SMARTIES entry for the same launch describes the in-app side: each transaction gave users a spin of a wheel for cashback, and an in-app game and a referral programme gave more chances to win the more people played and referred.