Cairo, Egypt
Magrabi
Retail Group Values Launch
Turning Values into a Regional Digital Experience
At MAGRABi, values aren’t just words on a wall.
They are meant to be lived.
So together, we set out to transform them into something employees could experience, interact with, and enjoy.
Scope of work
Internal communications
The Challenge
How do you bring company values to life across a diverse, regional workforce with both office based and retail based employees?
How do you ensure they’re not just understood—but felt, remembered, and adopted?
The Solution: The Frame Run
We created The Frame Run, a 10-week digital, gamified journey designed to engage employees across the region at scale.
Each week unlocked a new level, with every level representing one of MAGRABi’s 10 values.
But this wasn’t just another campaign.
It was an experience.
- Each value came to life through a unique “Superpower”
- Every level introduced a new challenge, story, and energy
- Employees didn’t just learn the values they played them
A Fully Digital, Regional Rollout
Designed for accessibility and scale, The Frame Run was built as a fully digital experience, allowing employees across multiple markets to participate seamlessly.
No matter where they were, employees could:
- Join the game
- Unlock levels
- Compete and engage in real-time
Creating one unified experience across the entire region.
Leveling Up the Experience
To push engagement even further, we introduced a custom arcade-style game, adding a layer of excitement and immersion.
The result?
An experience that felt less like a campaign—and more like something employees genuinely wanted to be part of.
The Impact
- Thousands of employees participated across the region
- Sustained engagement over a 10-week journey
- Stronger connection to company values through interactive storytelling
And of course… every game has its winners.
What This Means
This is what happens when internal communication moves beyond awareness…
and becomes an experience people choose to engage with.
At Crinel, we don’t just communicate culture.
We design ways for people to live it.
