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Egypt

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Case Study

This case study explores how Tecno, a low tier Chinese mobile phone brand, launched its latest smartphone, the C9, using a national campaign in Egypt.

Case Study

This case study explores how Chipsy (AKA Lays), the world's biggest potato chip brand, launched a campaign in Egypt by partnering with the UEFA Champions League: the world's biggest football league.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Article

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

Case Study

This case study explores Vodafone's campaign in Egypt to grow usage base in the prepaid recharge card segment by having micro recharge cards used as small change.

Case Study

This case study describes how PepsiCo used local knowledge of the Egyptian market and everyday life in Egypt as part of its launch for its new affordable energy drink Sting.

Case Study

This case study looks at a campaign from UN Women that took place in Egypt to disrupt the peculiar local taboo that prevents men from saying their mothers' names.

Case Study

This case study explains how Mirinda Egypt, a beverage brand, launched its first social media campaign to reach teenage Egyptians.

Case Study

This case study describes a campaign by Lays, the snack brand owned by PepsiCo, which was tested in the UK before rolling out across local markets, inviting people to participate by submitting new flavour ideas.

Case Study

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.

Case Study

This case study describes how Vodafone used a cultural insight to position its new micro-credit charge card product in Egypt.

Article

This paper sets out to arrive at a methodology that will help identify the factors that led to the 2011 uprising in Egypt.

Research Paper

This paper is exploratory research that highlights the use of mobile phone technology in airline marketing in Egypt.

Case Study

In June 2009 Melody Entertainment launched a campaign in Egypt to advertise its Arabic film channel - Aflam.

Case Study

Snickers is the world’s biggest chocolate bar, and in many of its markets the most loved. But this success has been built upon individual markets developing their own marketing materials, each with its own positioning and tonality.

Article

A strong middle class is emerging across the African continent, with the markets known as the "African lions" - Algeria, Botswana, Egypt, Libya, Mauritius, Morocco, South Africa and Tunisia - having similar growth rates than the BRICs.

Article

In terms of the Muslim consumer, there are several important features that Western marketers should understand.

Case Study

Asia has become an increasingly important region for Axe, with its rapid economic and social development.

Research Paper

A framework for standardisation of ad content based on cultural and socio-economic similarity among countries is proposed.

News

CAIRO: Cynics charge that Christmas across much of the western world is more concerned with spending than spirituality; gifts rather than God! How different in the Muslim milieu, some believe.

News

A public relations agency in New York has won a global creative advertising assignment. The highly unusual award comes from the Egyptian Ministry of Foreign Trade, and includes ad duties and PR to promote Egyptian cotton.

Research Paper

The possibility of Egyptian attitudes towards advertising being affected by exposure to media portrayals of advertising is discussed in the context of cultivation effects.