Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

Case Studies on WARC, 2015

This case study describes how Arwa, the bottled water brand in UAE, created Twitter Tap to get people to re-evaluate the value of water and bring clean water to Syrian refugee camps.

Nick Chiarelli, Admap, July/August 2008, Issue 496, pp. 52-53
A large number of people now live in 'megacities' - that is, cities with 10 million+ inhabitants (there are now 29 of these). This article reports on a study of the attitudes of people living in megacities.

Low Lai Chow, Event Reports, Spikes Asia, September 2014

This event report looks at some of the best campaigns in Africa and India that have been based on an understanding of the local culture.

Ali Carkoglu, ESOMAR, Research for Public Policy, Budapest, June 1996
The paper is based on the field work on the state of municipal service provision in Turkey under the sponsorship of International Republican Institute (IRI). The key questions raised are as follows: What do citizens expect from different levels of municipalities, and how well are their expectations satisfied? How do citizens participate in local politics? How satisfied are they with the way local administrations are functioning in Turkey? How could the system of local political participation be made to respond better to the demands raised by local constituencies? The article is based on the two reports (IRI, 1995a and IRI, 1995b) written by the authors in collaboration with the IRI experts.

Christiane von Ulmenstein, ESOMAR, Qualitative Research, Paris, December 1995
The South African market research industry has been strongly influenced by its segregationist past, and Qualitative research is no exception. Political and geographical isolation of the country, and of the research industry, has resulted in little innovation and change in beliefs in the local research industry.

MAA Worldwide GLOBES, Gold, 2015

This case study describes how PepsiCo marketed its Pepsi Max soft beverage in Israel by associating with Israeli street food.

Jay Chiat Strategic Excellence Awards, Grand Prix, October 2013

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.

Tahaab Rais, WARC Prize for Social Strategy, Bronze, 2014

This case study shows how the Coca-Cola Foundation created 'Ripples of Happiness' ('Amwaj Farah' in Arabic), the Middle East region's first collaborative, socially responsible community platform for the youth to do good for the sake of their community.

Warc News, 6 November 2012
DUBAI: Social media platforms like YouTube and Facebook are enhancing their presence in the Middle East and North Africa (MENA), an area with considerable growth potential for these services. YouTube, the video-sharing portal owned by Google, is atte.

Warc News, 9 November 2016
DUBAI: Marketers across the Middle East have developed mobile marketing strategies and find it easy to buy mobile advertising, but a new study suggests that more work needs to be done on creating mobile-friendly sites and integrating mobile with othe.

Efrem Yamamoto de Paiva and Tinhinane Meziant, WARC Prize for Social Strategy, Entrant, 2016

This case study presents the integrated campaign devised by Mozilla, a for-profit company owned by a non-profit organization, to launch its own smartphone in the growing African communications market.

B. Satya Prakash, ESOMAR, Brand Management, February 1998
This paper aims to understand the low income consumers in Egypt and give indicators to marketers on how to build brand loyalty and long-term and sustainable equity among them. The results are based on quantitative interviews and focus group discussions conducted among housewives in the lower social classes for two product categories, detergents and tomato paste.

Tahaab Rais, WARC Media Awards, Entrant, Effective Channel Integration, 2016

This case study describes how Batelco, a leading communications technology and telecom provider in Bahrain, used its Internet of Things (IoT) technology to improve the safety of local children travelling to school by bus.

Nicky Nole, WARC Exclusive, August 2013
This small, in-depth study of television and other media habits amongst Ghana's middle class finds that whilst high interest is shown in mobile and internet, television is more established and has greater influence on consuming. The key barriers to mobile and internet are cost and infrastructure, with smartphones and computers expensive and internet not accessible in the village studied.

Warc News, 7 December 2001
The Turkish Ministry for Tourism has issued a tender document for its $50 million global tourism ad business in 2002. Both local and international shops have been invited to pitch by December 19, either in their own right or as part of a consortium.

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.

MMA Smarties, Gold, MMA Smarties, 2014

This case study describes how the World Wildlife Federation (WWF) charity in Denmark and Turkey used social media to promote its cause and raise awareness among 18-25s, while also increasing donations to protect endangered animals.

Anina Maree and Daan van Vuuren, ESOMAR, Broadcast Audience Research, San Fran, April 1996
On a global scale, societies and the mass media are in transition. Is electronic media research keeping abreast with the challenges of these massive changes? At the present time South Africa probably offers a unique case study in change : Both the socio-political and the electronic mass media systems are in a process of rapid and fundamental change.

Warc News, 5 March 2014
DUBAI: Broadcasters in the Gulf region can capitalise on the shift of viewing habits towards high definition television as current broadband speeds cannot handle that volume of data, according to a leading industry figure. Cliff Nelson, CEO of My-HD,.

Warc News, 12 March 2013
DUBAI: Digital adspend in the Middle East and North Africa is forecast to grow at 35% a year over the period to 2015, new figures show. Deloitte's Arab Media Outlook, featuring interviews with 140 industry stakeholders across 17 markets covering all.

The Futures Company, The Futures Company, Future Perspectives, 2014

This article describes the significant long-term opportunities for business development in Africa by exploring its trends and unique cultural and consumer context.

Ross Anderson, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2004
Postbank competes with all the banking institutions in South Africa, but is a small player with a 2% share of voice. This campaign focused in the pre-Christmas period, to encourage an in-flow of capital at a time when savings are typically withdrawn.

Warc News, 2 June 2010
DUBAI: Many consumers in the Middle East are now making fewer purchases of luxury brands, a trend that couldĀ prevail until the end of next year. Speaking at the Reuters' Luxury Summit, Mohammed al-Fahim, chief executive of Al Fahim Holdings, the cong.

Tahaab Rais, WARC Media Awards, Shortlisted, Effective Channel Integration, 2016

This case study describes how Emirates NBD, one of the largest banking groups in the Middle East, used an emotionally-charged branded video to promote saving for retirement.

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.



Islamic Marketing

Standards and preferences of Muslim consumers


Old Mutual South Africa

An insurance brand appeals to consumer "wisdom"


Targeting the Lions

Marketing to Africa's rising middle classes


Turk Telekom: No place like home

Reversing a decline in Turkish landline usage