Middle East & Africa

Insights on the region's economy, consumers and marketing industry

Middle East & Africa


Low Lai Chow, Event Reports, Mobile East Africa, February 2014
This event report addresses how Safaricom, the telecoms company, is helping transform the lives of customers and communities in Kenya. Perhaps its best-known innovation in this area is M-PESA, the micropayments service which has 18 million users, and has given consumers at the bottom of the pyramid access to vital financial services.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Emirates NBD, a bank in the UAE, used a fully mobile, remote-controlled ATM to improve its social media presence. Called 'The Awesome Travelling Machine', the mobile ATM was sent out in public locations such as malls, walkways and promenades and the reactions of the customers who encountered it were filmed and posted online.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Coca-Cola, the beverage giant, used the International Day of Happiness in 2013 to engage with students in the United Arab Emirates. The company sought to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious by building 'The Laughter Machine', a vending machine that replaced money with the sound of laughter, and placed it in two key universities in the UAE.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society. By giving the youth a platform to make their voices heard, Coke reached millions and engaged hundreds of thousands across the region, while Coca-Cola sales increased by 28% in Saudi Arabia and 16% in the United Arab Emirates (UAE).

Case Study

MoneyGram
Christina Martin, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how MoneyGram, a money transfer service, set out to capture the $100bn South Asian remittance market through sponsorship of the International Cricket Council (ICC). The campaign capitalised on the region's love of cricket by launching a social media campaign called 'Ultimate Cricket Fan'.

Alexander Broers and Mark Warman, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Porsche, the car manufacturer, used social media as part of the launch of a new car model in Bahrain. The country had recently emerged from a period of economic and political unrest, making it a sensitive time.

Warc News, 10 March 2014
JOHANNESBURG: Two thirds of South African consumers are interested in wearable technologies, and an even higher proportion want to buy electronic safety devices, a survey has said. Consulting firm Accenture surveyed 1,000 local consumers, focused on their technology spending and usage, and found that 65% expressed interest in buying wearables such .

Warc News, 21 February 2014
CAPE TOWN: A brand's attitude is just as important as the product or service itself when it comes to succeeding in African markets a leading industry figure has said."Just because a brand is successful in the UK, doesn't mean it will fly in Uganda," .

Warc News, 19 February 2014
DUBAI: Several regional industry figures have spoken out about the make-up of the jury for the Dubai Lynx International Festival of Creativity taking place there next month."The absence of Arab jurors at the Dubai Lynx is an absurdity," declared Hube.

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