Article
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WARC Best Practice, February 2020
Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
News
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06 July 2020
Government slogans such as ‘Make in India’ and ‘Vocal for local’ appeal to patriotic sentiments, but brands ought rather to be focused on telling stories and adding to people’s lives, says an agency figure.
Case Study
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Dana Alkutoubi, WARC Prize for MENA Strategy, Shortlisted, 2020
Saudi telco STC's hard-hitting multi-channel approach showed parents the reality of online threats to their children while greatly increasing uptake of its child-safety app.
Case Study
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Emile Atallah, Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2020
Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.
Case Study
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Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2020
Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020
Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020
UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020
Travel platform Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.
Article
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Shormistha Mukherjee, WARC Exclusive, July 2020
Flying Cursor Interactive’s Shormistha Mukherjee argues that for Indian consumers look up to Indian brands, the answer doesn't lie in patriotism, but in storytelling.
News
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18 June 2020
Marketers that can tap into the emotions of consumers, and provide the necessary blend of comfort and information, are best-placed to make an impact according to Southeast Asia research from Unruly.
Article
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Low Lai Chow, Event Reports, IAB Southeast Asia & India webinar, June 2020
Storytelling that drives an emotional response from consumers is a highly impactful strategy during the COVID-19 pandemic, according to research from Unruly, the ad-tech firm.
Article
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Brian Carruthers, Event Reports, IAB research webinar, April 2020
LinkedIn undertook research into the top-performing videos on the platform across EMEA to understand what works best.
Case Study
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SABRE Awards, Gold, Africa, 2020
Vodacom, a mobile operator, launched a Mum & Baby service in South Africa to encourage mobile engagement by equipping mothers with advice on caring for their children.
Case Study
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SABRE Awards, Platinum Finalist, Africa, 2020
Equity Group, an investor relations service, used local and religious leaders to promote its Equity Leaders Program in Africa which helps provide education to children that can't afford it.
Case Study
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SABRE Awards, Gold, Africa, 2020
Audi, a car brand, increased car sales in South Africa by launching a video campaign that featured key influencers that aligned with the campaign tagline of living in the now.
Case Study
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SABRE Awards, Gold, Africa, 2020
MenaCal.7, a calcium supplement brand, launched the Woman to the Bone campaign which creatively positioned the brand with a heart by celebrating women as the backbone of South Africa.
Case Study
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SABRE Awards, Gold, North America, 2020
PagerDuty, a computer software company, increased brand awareness in the US by creating a two-pronged campaign that publicised news tied to digital transformation.
Case Study
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SABRE Awards, Gold, North America, 2020
truth, the national public health organisation, reached out to the youth segment to inform them of the dangers of prescription opioids in the US.
Case Study
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SABRE Awards, Gold, North America, 2020
The National Meningitis Association in collaboration with Sanofi Pasteur, a non-profit organisation, encouraged US parents to get their teenagers to have the meningitis booster vaccine by sharing stories of loss on a dedicated content-rich website.
Case Study
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SABRE Awards, Gold, North America, 2020
Dove, a personal care brand, elevated Dove Hair's brand equity in the US through a product-agnostic campaign designed to spark a national dialogue around broadening the narrow definition of beautiful hair.
Case Study
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SABRE Awards, Gold, North America, 2020
Northwell Health, a non-profit integrated healthcare network, promoted its new publication, The Well, by creating a map of the most in-demand content through hyper-focused outreach in the US.
Case Study
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SABRE Awards, Gold, North America, 2020
Experian, a consumer credit reporting company, promoted its Experian Boost product by launching a front-page story in the Wall Street Journal and a national social campaign in the US.
Case Study
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SABRE Awards, Gold, North America, 2020
Barbie, a toy brand produced by Mattel, celebrated its 60th anniversary in the US by creating one-of-a-kind dolls modelled on various female role models and raising funds for organisations aimed at leveling the playing field for women.
Case Study
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SABRE Awards, Gold, North America, 2020
Hilton, a hotel chain, increased awareness in the US by creating a limited video series that takes people on a tour of the legendary Hilton room that John Lennon and Yoko Ono spent their honeymoon in.
Case Study
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SABRE Awards, Gold, North America, 2020
Sanofi Pasteur, a pharmaceutical company, increased vaccination rates in adults in the US by sharing personal stories that showed how dangerous flu can be.
