A festive reason to engage
End-of-year is when brands are easiest to forget. Gamma needed a way to reward loyal riders and stay top-of-mind through the holidays — something people could take part in, not just scroll past.
The idea
The end of the year is when a brand either fades into the noise or gives people a reason to remember it. For Gamma Mobility, we chose to show up in the most human way possible — in person, on the street, with a prize wheel and a season's worth of goodwill. Spin the Wheel turned a marketing message into an experience riders could actually touch.
Set up at strategic locations across Lagos, the wheel invited existing riders to spin and win instant prizes. It was equal parts thank-you and celebration: a way to reward the people already powering Gamma's growth while turning everyday commutes into moments of delight — and turning those moments into content the whole community could share.
What I led
- 01Shaped the overall campaign strategy — the festive concept, the reward mechanics, and how each activation would ladder up to brand loyalty and engagement.
- 02Planned the content and wrote the copy across Facebook, Instagram and LinkedIn, giving the campaign one warm, celebratory voice.
- 03Led creative direction for the on-ground activation and the social assets, so the wheel looked unmistakably Gamma everywhere it appeared.
- 04Coordinated the campaign end to end and monitored performance in real time, tuning the content as the engagement rolled in.
"The fastest way to build brand love isn't a bigger ad budget — it's giving loyal customers a moment worth talking about."
The results
The wheel became a genuine moment. Around 100 riders spun and won, the campaign drew 2,600 views and 120 comments across platforms, and — more importantly — it reminded Gamma's community that the brand sees them, celebrates them, and shows up where they are.
