Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa


MMA Smarties, Bronze, 360 Degree Video, 2017

This case study details how FIAT, a car brand, introduced Fiat Egea Family in Turkey to change people's point of view about cars.


MMA Smarties, Gold, Innovation, 2017

This case study explains how KFC, a fast food chain, used technology to bring families together by turning its family bucket into a suppertime theatre in South Africa.


Jay Chiat Strategic Excellence Awards, Silver, Global Strategy, 2017

This case study explains how letgo, an app for buying and selling secondhand goods, took over the US, Turkey and Norway by tapping into psychological differences between cultures.


Warc News, 29 August 2017
JOHANNESBURG: The measurement options available to advertisers in South Africa are growing, with Nielsen’s announcement of a new digital audience metric, the Publisher Audience Measure Survey currently in field and the possibility of fusing thi.

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.

Warc News, 21 August 2017
AFRICA: Many multinational businesses have found that sales and profits in sub-Saharan African markets are below expectations but that is because their expectations were unrealistic in the first place, a regional analyst has argued. Writing on the Ha.

Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how Coca-Cola, the carbonated drinks brand, increased brand affinity in Morocco by creating a family-focused cooking show.


Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2017

This case study shows how McDonald's, the fast food brand, increased brand affinity and sales in the UAE by removing food from its adverts as a sign of respect for the region's Ramadan celebrations.


Tahaab Rais, Evan Kearney, WARC Prize for MENA Strategy, Gold, 2017

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.


Tahaab Rais, WARC Prize for MENA Strategy, Gold, 2017

This case study shows how OMO, a detergent brand, launched a live-streaming campaign to showcase children's sedentary lifestyle and increase brand awareness and sales in the Middle East.


Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.


Tahaab Rais, Rania Gueneid, WARC Prize for MENA Strategy, Silver, 2017

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.


Case Study

STC: Meet Swailem
Dana Al-Kutoubi, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how STC, a telecommunications brand, increased its equity in the KSA by launching a nostalgic campaign reminiscent of the '70s in a segment obsessed with marketing speed and fast services.


Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.


Prabhakar Iyer, WARC Prize for MENA Strategy, Gold, 2017

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.


Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how the Dubai Foundation for Women and Children (DFWAC), a non-profit shelter for victims of abuse, shined a light on domestic abuse in the UAE using Instagram stories' tap feature.


Tahaab Rais, Jasmina Matic, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.


Dana Al-Kutoubi, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how STC, a telecommunications brand, successfully eased pressure from its customer services outlets in the KSA by launching a campaign that migrated its users towards a nocturnal support service app.


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.


Ali Cheikhali, WARC Prize for MENA Strategy, Bronze, 2017

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.


Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how Mastercard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.


Maxime Menant, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how McDonald's, the fast food brand, successfully shifted its McDelivery service to an app-based platform, by highlighting a small design feature of its product that continuously updated consumers in the GCC region.


Hana Khattab, Ahmed Emad, Nada Sameh et al., WARC Prize for MENA Strategy, Entrant, 2017

This case study describes how chocolate brand, Cadbury's Mandolin, used social media to launch a two-bar variant to young people in Egypt.


Tahaab Rais, Mongi Bhouri, WARC Prize for MENA Strategy, Silver, 2017

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.


Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

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