The Challenge

Ooredoo Money is a leading digital mobile wallet, enabling users to send money internationally with speed and convenience. As part of their growth strategy, they wanted to reach more of Qatar's expatriate population, driving international remittances across key corridors including Nepal, the Philippines, Bangladesh, India, Pakistan, Rwanda, Nigeria, Tunisia, Morocco, Jordan, Lebanon, and Algeria.

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But this wasn’t a simple scale-up.

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Each corridor represented a distinct market, with its own exchange rates, regulatory nuances, languages, and cultural context. Campaigns couldn’t simply be translated — they had to feel relevant and trustworthy to each specific audience. From pricing and messaging, to the people, styling, and environments shown in the creative, every detail needed to reflect the local market authentically.

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In practice, this meant producing up to thirteen variations of every campaign asset, all within the same timelines and production cycles.

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Traditional creative workflows weren’t built for this level of complexity. Sourcing stock imagery that accurately represented each corridor, or manually editing visuals to localise them, would have been slow, costly, and creatively limiting.

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We needed to scale creative output exponentially, while maintaining quality, cultural relevance, and speed to market.

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The Solution

Instead of relying on traditional photoshoots or stock libraries, we built a scalable creative system powered by generative AI. This meant we could handle the speed, complexity, and localisation demands of multi-corridor campaigns.

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At the core of this system was a “master prompt” framework. We engineered highly detailed prompts that defined key visual elements such as pose, composition, lighting, clothing, and overall style. Once approved, this became the foundation for every asset.

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From there, we could rapidly generate variations by swapping specific variables like gender, ethnicity, and styling, while maintaining a consistent visual identity across campaigns. The result was a suite of images that felt like they came from a single, cohesive photoshoot, despite being produced at scale and tailored to different markets.

Speed

Work that would traditionally take weeks, or even months, of planning, shooting, editing, and reshoots could now be completed in days. Changes that once required coordinating photographers and models could instead be handled almost instantly, whether that meant adjusting a pose, changing a gesture, or refining composition.

Scale

With multiple remittance corridors and expat audiences to serve, creative production needed to scale without sacrificing relevance. AI allowed us to generate a virtually unlimited pool of diverse, on-brand imagery tailored to different audiences and languages, enabling rapid creative variation without increasing production timelines.

Consistency

By anchoring every asset to a master prompt, we ensured that each variation remained visually unified and recognisably part of the same campaign, regardless of corridor, language, or audience.

Cultural localisation

Scaling creative across regions isn’t just a production challenge — it’s a cultural one.

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To navigate this, we took a collaborative and iterative approach with Ooredoo Money. We often began with culturally neutral visuals — typically smart, western-style clothing — before refining imagery based on client feedback to ensure regional relevance and sensitivity.

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Localisation also extended beyond imagery into language and layout. For right-to-left reading markets like Arabic-speaking regions, we adapted banner structures to align with natural reading patterns while carefully managing mixed-language layouts. Font compatibility became another important consideration, particularly where brand typefaces lacked support for certain character sets.

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Even small details, such as which words to emphasise in translated headlines, required careful handling. Direct translations don’t always preserve meaning or hierarchy, so each variation needed to be reviewed to ensure messaging remained clear and culturally appropriate across languages.

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Alongside the creative workflow, we also introduced more advanced measurement through Adjust, allowing campaigns to be tracked beyond surface-level engagement metrics. This gave us deeper visibility into post-install behaviour and enabled optimisation around more meaningful business outcomes, not just clicks or installs.

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The result was a flexible, scalable production system that allowed Ooredoo Money to launch highly localised campaigns across multiple corridors quickly, efficiently, and at a scale that would have been extremely difficult using traditional creative workflows.

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The Result

The introduction of more localised, corridor-specific creative delivered a significant improvement in performance.

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Compared to earlier campaigns, CTR increased by almost 50%. This was a strong indicator that the more tailored creative approach was resonating with audiences across different regions and cultures.

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This uplift wasn’t simply about generating more clicks. It reflected stronger creative relevance, with users becoming more engaged with imagery, messaging, and layouts designed specifically for their corridor.

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At the same time, we introduced Adjust tracking. This gave us deeper visibility into performance, enabling us to measure results against meaningful downstream actions, including installs and balance increases.

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The results demonstrated that the localisation strategy wasn’t just improving engagement — it was attracting users who were more likely to install the app and meaningfully interact with the product after acquisition.

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Most importantly, the new AI-assisted workflow gave Ooredoo Money the ability to scale culturally relevant creative across multiple corridors simultaneously, while maintaining the speed and agility required for campaign-driven growth.

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