For over twenty years, Brands For Less (BFL) has been a beacon of value in the Middle East’s bustling retail scene, delivering premium branded items at unbeatable discounts. Boasting a strong digital footprint alongside a network of brick-and-mortar establishments throughout the region, BFL prides itself on offering an eclectic mix of fashion and home essentials. Their unwavering dedication to merging affordability with top-tier quality has cemented their reputation, solidifying their stance as a frontrunner in the region’s value retail domain.
Brands For Less (BFL) aimed to leverage Valentine’s Day—a time ripe with potential—to elevate their brand presence and engagement. With the ambition to diverge from conventional methods, they envisioned a unique contest offering a romantic “staycation” for two, intending to create a buzz and magnetize customer attention. However, their triple goal of achieving amplified awareness, enhanced app downloads, and increased revenues during a season saturated with promotions presented a significant challenge.
BFL realized that the overwhelming prevalence of Valentine-themed campaigns required an approach that was anything but ordinary. The objective was to find an innovative and compelling marketing strategy that would capture attention and catalyze active and meaningful engagement with the brand.
To craft a unique and standout campaign during Valentine’s Day—a time notoriously oversaturated with marketing competition—Brands For Less (BFL) leveraged the captivating effects of gamification. They rolled out a meticulously designed digital campaign featuring a Wheel of Fortune, wherein participants had the chance to win attractive prizes in the theme for Valentine’s Day.
The campaign offered various incentives such as the possibility to win a delightful dinner for two and the chance to win “Gold Coins”, the loyalty points of BFL. However, the most sought-after reward which enticed many people to participate, was the grand prize – a romantic staycation for two.
The choice of the ‘Spin the Wheel’ was crucial to the campaig’s success. The captivating nature and nostalgic touch of this game type greatly increased the chances of turning participants into loyal customers, especially when they were offered exciting rewards.
The campaign was strategically disseminated across BFL’s web and app platforms throughout the Middle East. In addition, BFL incorporated a clever twist to ensure an increase in app downloads; to redeem their wins, participants were required to download the BFL app first.
Brands For Less’ innovative gamification strategy for Valentine’s Day delivered remarkable results, proving the effectiveness of interactive engagement in the retail sector. The captivating Wheel of Fortune was live for only five days but attracted more than 42,000 participants, and more than 16,000 unique leads were generated. Moreover, the app downloads increased considerably since participants who won were more than happy to register themselves to retrieve their price.
The high level of participation and a completion rate of 92% underscored the campaign’s success in creating meaningful and memorable interactions between the customers and the BFL brand.
The outstanding response and engagement received from this campaign illustrated the transformative power of well-crafted gamification in standing out in a competitive market, fostering brand resonance and customer loyalty, even during a highly competitive time such as Valentine’s Day.
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