Client: Wa-Sal
Campaign: Go-To Market ‘21

Audience: North African Millennials

Background: Wa-Sal is a Moroccan based marketplace that aims to bring both Moroccan and Western products to customers in North Africa and the greater GCC regions.

In researching where their audience spends their time and money, it was revealed that mall culture is extensively popular in the target markets of North Africa, and is seen as a primary source of entertainment as much as it is an affordable luxury.

We found that our audience often goes to the mall without any outright intention of buying anything, but simply to escape their day-to-day.

Our team ultimately found ourselves asking, “how can we reimagine this experience digitally?”

The Problem: Wa-Sal’s target demographic of Millennials in North Africa and the greater GCC area are less accustomed
to online shopping.

Tension: No retailer has truly digitized the extraordinary environment that comforts consumers when shopping in-person.

Insight: To find yourself, sometimes you need to escape.

Big Idea: Entice customers to “escape” through Wa-Sal with product content that digitizes the entertainment mall-shoppers chase.