2020/2021 Winners & Shortlists

Background

BENEFIT is Bahrain's number one online payment platform that allows users to effortless pay for goods, services, bills and each other with a simple click of a button. As part of their service offering, they introduced a new function that allowed users to effortlessly pay for gas as well. Our brief was to create a series of films that helped reiterate how easy, fast and convenient paying for your gas using the Benefit app can be.

Describe the strategy

For many years, Bahrainis were unable to pay for their gas using conventional cards as the petrol stations lacked the necessary infrastructure to facilitate these transactions. As such, there is a strong preference for cash payments reinforced by many years of custom. Cash is simply seen as an easier, simpler, and more convenient way to pay. Our task was to show that payments with the Benefit app were quicker, easier, and faster than paying with cash.

Describe the execution

Instead of just showing that our app was faster than paying with cash, we opted to show how it was faster than doing almost everything else. We used a noted Bahraini influencer engaging in a showdown with numerous fun and colorful characters, where we pitted the Benefit app against a series of simple, random activities to see which activity was completed the fastest. In all five executions, our protagonist triumphed against the opposition, completing his transaction in record time

List the results

The film series organically clocked up hundreds of thousands of views. Post-launch, over 80% of Benefit App users actively started paying for their gas using our platform.