Behavioural marketing consultancy · MENA
Every day, customers decide which product to buy, which mall to visit, which restaurant to enter and which brand to trust. We design promotional campaigns that influence those decisions — while keeping your financial exposure fixed and predictable.
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Years designing insured promotions across MENA
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Campaigns architected, underwritten and delivered
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Sectors served — from aviation to real estate
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Prize exposure fixed on day one, on every campaign
Campaign experience
Aviation, retail, FMCG, automotive, telco, banking, education and sport & events — brands turn to us when the campaign has to work commercially and behave predictably financially.
Client and brand identifiers are shared under NDA on request. Selected filmed campaigns and metrics are available in the case study library.
Start with the problem
Every engagement starts with a commercial objective — not a mechanic. Tell us the outcome you need and we reverse-engineer the campaign that gets you there.
Give first-time buyers a compelling reason to try you instead of the brand they always choose.
Explore the solution 02Turn a store, mall or venue into a destination people actively plan to visit this week.
Explore the solution 03Break through category noise with a launch mechanic customers can't ignore.
Explore the solution 04Reward basket thresholds so customers add one more item to qualify.
Explore the solution 05Trade a meaningful prize promise for opt-ins, profiles and first-party insight.
Explore the solution 06Convert casual interest into qualified enquiries with a mechanic worth engaging with.
Explore the solution 07Collect-and-win, code-drop and streak mechanics that make coming back feel rewarding.
Explore the solution 08Convert existing intent into purchases with mechanics tied to the transaction.
Explore the solutionNeed inspiration?
Not sure which campaign is right for you?
Answer four short questions. We'll recommend three campaign concepts engineered around your objective — and connect you with a strategist.
Customers rarely change their minds
People don't rationally re-evaluate every purchase. They repeat what they did last time. A great promotion creates the one compelling reason to break the pattern — and once a customer walks through the door, the brand has the chance to earn long-term loyalty. We create that first opportunity.
Our philosophy
A four-step framework we apply to every campaign, regardless of sector or budget size.
Identify the default customer choice we need to interrupt — and the moment of decision to target.
Reverse-engineer a mechanic and prize promise sized to break the pattern.
Model probability and cap exposure so the prize becomes one fixed line on your budget.
Legals, terms, on-ground execution and communications — delivered to professional standards.
Sealed codes, filmed handovers and independent references make every result auditable.
Sales lift, footfall, data captured and redemption rate — reported against the original KPI.
Integrity by design
Every campaign we architect includes a built-in verification method — so the client, the participant and the regulator can all confirm the outcome independently. Fairness isn't a policy we add at the end. It's engineered into the mechanic from the first sketch.
Winning outcomes are either pre-committed — sealed and recorded before the promotion goes live — or settled by independent external events nobody involved can influence: official sports results, published weather data, publicly observable moments.
Every promotion includes
Terms drafted so participants and clients read the same, unambiguous mechanic.
Every outcome can be checked against evidence held outside our four walls.
Prize instruments, codes and vault keys are sealed before the campaign goes live.
Your exposure is agreed on day one — the prize pays out from cover, not from your P&L.
Winners are determined by the mechanic and the evidence, never by discretion.
Chain-of-custody, filmed handovers and documented approvals across the campaign lifecycle.
How different mechanics are verified
E-VAULT™
The winning code is sealed and recorded before the campaign begins, and can be independently verified once the promotion concludes.
Lucky Envelope campaigns
At the end of the promotion the remaining envelopes can be opened publicly to demonstrate the full prize distribution.
Prediction promotions
Winning predictions are sealed before launch and matched against independently verified official results.
Sports campaigns
Outcomes depend on official competition results — beyond anyone's control, including ours.
Weather promotions
Results are settled against official data from recognised meteorological sources.
Business results
We don't sell promotions — we design campaigns that optimise for specific commercial objectives. Below are the outcomes our mechanics are engineered to influence. Results depend on category, baseline and market conditions; we agree the primary KPI before launch and report against it after.
Qualified enquiries generated
Registrations validated against qualification criteria (role, budget, timing).
Booked & walk-in showroom visits
Booked appointments + door counters attributed to the campaign window.
Uplift vs. baseline footfall
People-counter data compared against pre-campaign baseline for the same weekday.
Change in average transaction value
POS-level ATV comparison for campaign vs. control period.
Repeat visit / repurchase rate
Loyalty ID or receipt-scan repeat rate over the campaign lifetime.
Earned media and social reach
Media monitoring: impressions, share-of-voice, sentiment; owned + earned social reach.
First-party opt-ins captured
New consented profiles with contactability and preference data.
First-time triallists acquired
New-customer flag at POS / new SKU redemption tracked against previous behaviour.
Retention & program engagement
Retention curves, active-member rate and post-campaign engagement lift.
Sales velocity during launch
Sell-through and daily sales velocity vs. category benchmark or previous launch.
The mechanism behind the campaigns
Once we know the behaviour to influence, we choose the coverage that lets you go further than a self-funded budget ever could — with the cost fixed on day one.
Business challenge
You want a headline reward that stops scroll and drives trial — but a real million-dirham prize would blow the budget.
Typical campaign
A hole-in-one, crack-the-safe or predict-the-score mechanic with a life-changing prize customers actually believe in.
Business outcome
Category-leading share of attention and measurable trial from customers who wouldn't otherwise switch.
Business challenge
You want to ride a cultural moment — a match, a final, a launch — without becoming a footnote to it.
Typical campaign
Predict-to-win mechanics tied to the event, activating social conversation and second-screen engagement in real time.
Business outcome
Brand association with the moment, participation data, and a prize we pay only when fans call it right.
Business challenge
Your promotion is working almost too well — and over-redemption is about to punish your P&L.
Typical campaign
Scratch, collect-and-win, money-back and 2-for-1 programmes structured with a redemption cap we carry, not you.
Business outcome
Aggressive offers you can commit to in advance, with cost per campaign locked on day one.
Selected work
A snapshot of promotions where the mechanic, the prize and the financial exposure were all engineered by 5th Consulting.
Aviation × Retail
Automotive
Retail / MallWhy companies trust 5th
Marketing directors, CFOs and procurement teams choose 5th because every campaign combines strategic thinking, behavioural science, and probability-based financial protection — reviewed and delivered to professional standards.
Every mechanic is reverse-engineered from a commercial objective — sales, footfall, data or loyalty — not from a template.
We apply established behavioural economics to interrupt default choices and shift purchase decisions at the point of consideration.
Actuarial modelling and probability-based coverage turn six- and seven-figure prizes into a single fixed line on your budget.
Every campaign is fully auditable — sealed prize handling, filmed lock deliveries and independent verification where required.
Legal review, terms & conditions, redemption tracking and on-ground execution partners are handled end-to-end.
Delivery across MENA and internationally, with campaign frameworks that adapt to local regulatory environments.
Executive confidence
Every campaign is built around a primary KPI defined on day one. We agree the measurement method — POS, footfall counters, CRM, media monitoring — before launch, and report against the same benchmark after.
The prize is underwritten. Your total cost is the coverage premium plus production and delivery — a single fixed line agreed in advance, regardless of whether the prize pays out.
Terms & conditions, regulatory checks and independent verification are engineered into every mechanic. Winner selection and payout are auditable, filmed where relevant and defensible under scrutiny.
We handle strategy, legal, production and on-ground delivery through a single accountable team — the marketing team never has to project-manage three suppliers.
The same insured framework runs from a single mall activation to a national or multi-market programme. Prize structure, coverage and mechanic scale together without redesigning the campaign.
You see the probability model, the coverage confirmation, the sealed-outcome protocol and the verification chain-of-custody. Nothing about the mechanic depends on trust in us — everything is independently checkable.
Start with the outcome
