“The Unmissable 50 Fils”

Overview

Capturing attention amidst the glitz and glam of Dubai’s streets can be quite challenging. Deliveroo not only embraced this challenge but also raised the bar of innovative social impact, with its tech-infused holographic installation: “The Unmissable 50 Fils”.

Deploying technology for philanthropic purposes, this interactive social experiment in City Walk was designed to showcase Deliveroo’s in-app round-up feature. With every tap, users can contribute a mere 50 fils to aid communities in need across the UAE.

This awareness initiative rallies community support for the brand’s ongoing “Full Life” campaign. All funds raised through the round-up feature are donated to Deliveroo’s longstanding partner, Emirates Red Crescent. The convenience of this feature has allowed Deliveroo customers to collectively donate over AED 1 million through the app in 2023, underscoring the company’s commitment to tackling food insecurities.

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