Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa


Saad Yusuf, Amir Zeitouni, Mahmoud Jaber, Rana Daoud et al., WARC Prize for MENA Strategy, Gold, 2017

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.


Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.


Case Study

BMW xWalk
AME Awards, Gold, 2016

This case study explains how BMW, the car brand, created an art installation at the Dubai World Trade Centre that gave people experience of their new BMW X6, with an optical illusion.


Haytham Dayeh, Amir Zeitouni, Nour Sabbagh, Rana Daoud et al., WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how du, a telecommunications provider, launched its digital fasting campaign during Ramadan celebrations, to engage consumers in the UAE and increase brand equity.


Warc News, 24 August 2017
JOHANNESBURG: As new figures indicate that poverty levels in South Africa have been increasing and the economy has fallen into recession, shopping habits are changing accordingly. According to the latest "Poverty Trends in South Africa" report from S.

Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study looks at the opportunity taken by South African cellular mobile brand, MTN, when NekNominated to take part in the global social phenomenon, to use the platform to promote improvements to education.


Tahaab Rais, WARC Awards, Entrant, Effective Content Strategy, 2017

This case study explains how Coca-Cola used a transmedia branded content platform to win back 'share of heart' with mothers in Morocco.


Bijal Pathak, WARC Prize for Innovation, Entrant, 2014

This case study describes how Dubai Customs impressed over 500 IT specialists who were delegates from around the world for the 2013 World Customs Organisation's annual IT Conference.


MMA Smarties, Gold and Silver, 2016

This case study describes how Nike, a US sports brand, used innovation to inspire its target audience and got them excited about the launch of the new Turkish National Jersey, produced by Nike, during the Turkish National Team friendly games before the Euro Cup.

WARC RECOMMENDS


MARKET LEADER

Islamic Marketing

Standards and preferences of Muslim consumers


CASE STUDY

Old Mutual South Africa

An insurance brand appeals to consumer "wisdom"


ARTICLE FOCUS

Targeting the Lions

Marketing to Africa's rising middle classes


CASE STUDY

Turk Telekom: No place like home

Reversing a decline in Turkish landline usage