Most loyalty programmes die quietly. Points pile up, tiers confuse, and the reward arrives so long after the payment that nobody connects the two.
Slang Advertising is an Iraqi creative agency, founded in Baghdad in 2025, with studios in Baghdad, Cairo and Dubai. Most recently, it created the “Believe Makes Miracles” World Cup campaign for Qi and Mastercard, and “Into Babylon”, a PUBG MOBILE documentary watched more than six million times.
So when Qi came to Slang with FAWZ, a prize draw built into its SuperQi app, the agency refused to treat it as another rewards scheme. Nobody buys a ticket. People pay for what they already buy, and every eligible payment earns a free entry into a live draw. On paper, it was a promotion. Slang’s job was to turn it into a ritual.
Slang started from one conviction. In Iraq, the competitor to a digital wallet is not another wallet. It is cash, and the habit of reaching for it. Discounts rarely break a habit. A feeling can.
Points reward the past. A draw gives people something to look forward to: a Friday night, an eight-digit number, and the thought everyone has had at least once. What if it’s me?
“We didn’t build a loyalty programme. We built a weekly reason to pay differently. The mechanic was already clever. Our job was to make it sound like the street, not the bank,” says Mohammed Al-Mola, Co-Founder of Slang Advertising. “
Season one launched in May 2026 on a simple insight: the bakery, the petrol station and the phone top-up stop being boring the moment each payment carries a chance. The campaign spoke Iraqi dialect, not bank-speak. Its posters mocked every shortcut to luck, from a hen that lays golden eggs to going viral, and always landed on the same line: pay with Qi and win.
It worked. FAWZ became Qi’s biggest content theme that month, and Qi’s social reach more than tripled. It also showed exactly where people got stuck.
“People wanted to believe in it. They didn’t always understand it. Every question in the comments was a brief. So for season two, clarity became the campaign,” says Abdallah Tayel, Co-Founder of Slang Advertising.
Season two launched on 18 September under a new line, اللي يدفع بـ كي.. فوز يجيه (pay with Qi, and a win comes your way), and made the reward social. Groups of two to eight friends earn double tickets, and when one member wins, half the prize is shared with the group. Invites reward both sides once a new friend makes a first purchase.
Slang built the season around the weekly draw night, live on Al Rabiaa TV and inside SuperQi. Content before each episode showed people how to play. Content during it explained the draw as it happened. Content after it put winners on screen and answered what people were actually asking. More than 80 pieces in all, in Arabic, English and Kurdish.
“The draw is the show. Everything else exists to get you to Friday,” says Tayel.
Then Iraq started playing in public. People posted their ticket counts like scores under FAWZ videos and traded invite codes in the comments. Every one of the first four weekly draws crowned an IQD 100 million winner. And on 23 October, the final draw left the studio for a live show at Mall of Iraq, packed with people. That night alone, 5,277 people each won IQD 25,000.
Behind the numbers is a habit forming. People changed how they pay, and who they pay with. More than 127,000 have already won, and every Friday puts new names on screen.
Abdulrahman Alaa, Head of Marketing at Qi, said:…