Our goal was to get into the gaming world. But how could we do that as a sfiha delivery service? Well, we know that when gamers are playing, the worst thing that can happen is the bell ringing. That’s because in most games, you can't pause, and the player has to leave the game to answer the door, resulting in certain defeat.

The idea came out of a simple but powerful observation which allowed us to put our sfiha deliveries in the service of gamers trolling one another: they can never be interrupted when they’re playing, because most multiplayer games today can’t be paused. So we created a delivery service designed to disrupt your opponent right in the middle of the game.

Our strategy was to step into the gaming arena, but going against the grain. While most brands would do anything to play with their audience, we got into gaming just to mess things up. And that was ultimately the best way to get gamers’ attention, since they’re used to having brands constantly trying to engage with them through games. We did the opposite – we tried to mess gamers up, making us a relevant, entertaining tool for gamers of all sorts.

The idea started on Twitch Live Streams and quickly spread throughout the gaming world. Two gamers with over 500,000 followers kicked off the activation on social media. In the Habib’s app, we put up banners with messages such as: "Delivery Superpower. Send a delivery to disrupt your opponent in the game now.” All gamers had to do was open the Habib’s app before starting to play, select their opponent's address, and send them a delivery. Within minutes the doorbell would ring at their opponent's house, and they’d have to leave the game. Victory was certain – our delivery people were trained to be persistent.

The results were devastating. For our clients’ opponents. More than 190 inconvenient deliveries in one single day, 64,000 live-stream views, 5,400 opponents trolled, 5,456 humiliating victories. 8,765 trolled gamers. 3,456 gamers rolling with laughter. 23,678 sfihas sent. And, most importantly of all, Habib’s made a big splash in the gaming world without spending a single penny to create something new within a game. Our results were achieved solely through our existing delivery app.