WARC Prize for MENA Strategy

Welcome to the fifth year of the WARC Prize for MENA Strategy – a search for the best strategic thinking from the region’s marketing industry.

Grand Prix

Shift+K+F+C

Shift+K+F+C

The Pivot to Digital Award
Brand
KFC Arabia
Agency
TBWA\RAAD
Advertiser
Yum! Brands
Market
Middle East & North Africa (general region)

KFC went beyond the norm of giveaways and sponsorships to tap into the gaming culture and lift sales in Saudi Arabia.

Shift+K+F+C was a cheat code programmed directly into KFC's e-commerce website to shortcut ordering to just a press of four keyboard buttons – delivering a secret menu item – and it was promoted solely through Twitch and gaming influencers.

Online sales increased and website traffic and new users also jumped.

Gold

A dad's job

A dad's job

The Brand Rebel Award
Brand
Home Centre
Agency
FP7 McCann Dubai
Advertiser
Landmark Group
Market
Middle East & North Africa (general region)

Home Centre bravely tackled a cultural taboo to transform conventional Father's Day communications in the Middle East.

Rooftop farms

Rooftop farms

The Long-Term Strategy Award
Brand
Knorr
Agency
FP7 McCann Cairo
Advertiser
Unilever
Market
Egypt

Knorr's Rooftop Farms made a lasting impact on the hunger crisis by empowering those living in poverty in Egyptian cities to grow their own food.

The Doppelganger

The Doppelganger

Brand
Burger King
Agency
Wunderman Thompson KSA
Advertiser
Restaurant Brands International
Market
Saudi Arabia

Burger King called on a cast of celebrity doppelgangers to launch its repackaged value items and increase sales in Saudi Arabia.

Silver

Bronze

Shortlist

2021 Judges

A judging panel of industry experts, chaired by Peter DeBenedictis, Chief Marketing Officer, Middle East and Africa, Microsoft, will be reading the entries.

The ability to combine the art and science of marketing is one of many new challenges facing marketers today, and strategic thinking plays a key role in it. The WARC Prize for MENA Strategy leaves 'marketing for marketing’s sake' to the side to shine a spotlight on effective work the industry can draw inspiration from.
Peter DeBenedictis

Peter DeBenedictis, Chair of the Judges, WARC Prize for MENA Strategy 2021
Chief Marketing Officer, Middle East and Africa, Microsoft

Key Dates 2021

Call for Entries

The MENA Strategy Prize is open for entries from

1st Feb 2021
Deadline

Enter your case study for the 2021 Awards

28th April 2021
Shortlist

Shortlisted campaigns will be announced

30th June 2021
Winners

The winning campaigns from the shortlist will be announced

4th August 2021

About

The Prize will open for entries again in 2022.

Across MENA, new markets and new consumers are demanding new insights. This Prize will act as a spur to strategic thinkers across the region by generating a collection of work that will inspire them to create breakthrough thinking for their clients. To reflect this intent, this year we have introduced two new Special Awards that speak to some of marketers’ most pressing challenges: The Long-Term Strategy Award and The Pivot to Digital Award.

We also need to know that the strategy 'worked'. Although this is not an effectiveness competition, we want to reward strategic thinking that helps clients solve problems and provides a base for future growth. Entrants will be expected to show a link between their strategies and the results of the marketing activity.

The Prize is free to enter and is open to clients and agencies in any marketing discipline and will follow a Grand Prix / Gold / Silver / Bronze system. The jury will also nominate winners of the Special Awards that recognise specific areas of excellence.

The deadline for entries was 5pm GMT 28 April 2021.

Why enter?

  • Free to enter
  • All winning entries will be published and promoted on warc.com
  • Grow your personal and company reputation within the industry
  • Open to subscribers and non-subscribers of WARC

How to enter

Special Awards

The Research Excellence Award

For the best use of research in the development of strategic ideas.

The Long-Term Strategy Award

For the best strategy designed to build a long-term brand platform, executed over a period of three years or more.

The Pivot to Digital Award

For the best example of a brand digitising its products or services.

The Brand Rebel Award

For the best example of a campaign departing from category norms.

The Local Hero Award

For the best example of a challenger brand from the MENA region using smart marketing strategy to take on bigger competitors.

Insights & Inspiration

Report image
MENA Strategy Report 2020

Insights from the WARC Prize for MENA Strategy 2020

Notepad and pen
Entry Kit

More about the Awards and the Terms & Conditions

Previous winners

The Uncovered

There were 16 winning case studies in the 2020 competition, with Ahmini: The Uncovered, through Wunderman Thompson Tunis, Ahmini, taking the Grand Prix.

Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.

After six weeks, the number registered had grown by 18%, giving 10,000 more women security for life.

Contact

Chiara Manco

Chiara Manco
Commissioning Editor, Case Studies 
menaprize@warc.com