Advertising best practice, evidence and insights

What we know about using humour in advertising

Article • WARC Best Practice, September 2020

Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Timely lessons in strategy from the Jay Chiat Awards

Opinion • Chiara Manco, September 2020

WARC’s Chiara Manco looks back at past winners of the Jay Chiat Awards to uncover successful strategies that can help marketers tackle today’s unique challenges.

Scoot: Go Yellow! Escape the Ordinary

Case Study • Fiona Huang, WARC Prize for Asian Strategy, Shortlisted, 2020

Scoot, the low-cost airline, championed its signature yellow brand colour and its fun, sassy spirit to build brand visibility and preference in Singapore.

Four strategies for growth in MENA

News • 16/09/2020

An analysis of the results of this year’s WARC Prize for MENA Strategy reveals key takeaways for the region’s marketers looking for growth opportunities, from finding niche audiences in smaller markets to developing more resonant touchpoints.

Tang: Tang Gets It Done

Case Study • Maan Bernardino-Dominguez, WARC Prize for Asian Strategy, Shortlisted, 2020

Powdered drink brand Tang employed a TV, radio and digital strategy to target relaxed parents in order to rebuild perceived value and protect its user base in the Philippines.

2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.

Humour: a strategic shortcut to likeability

Opinion • Shagorika Heryani, September 2020

There’s always a place for humour – even during a crisis, writes Shagorika Heryani, Head of Strategy at Grey MENA and judge for the 2020 WARC Prize for MENA Strategy.

It's time to lighten up

News • 21/08/2020

The coronavirus outbreak has prompted brands to take a more serious tone with their advertising, but a loss of humour in creative is a trend that’s been developing for the last 20 years.

2020 Content Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, August 2020

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.

Brand communication in the post-COVID era: The new communication playbook

Article • Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.

Content should aim to be part of culture

Opinion • James Tucker, July 2020

Search for the best content solution that integrates into culture, advises Colenso BBDO’s James Tucker, who worked on the DB Export campaign that took the Grand Prix in the Effective Content Strategy category at this year’s WARC Awards.

What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.

McDonald's GCC: Fries Celebration

Case Study • Ahmad Abu Zannad, WARC Prize for MENA Strategy, Entrant, 2020

Fast-food giant McDonald's launched a multichannel campaign based on the superiority of its French fries to drive restaurant 'meal' sales in the GCC.

Etisalat Misr: Van Damme Ramadan

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Entrant, 2020

Etisalat, a telco provider in Egypt, took the fight to the competition with a - literally - hard-hitting campaign that captured consumer interest, and boosted confidence and engagement.

Saudi Telecom Company: The Year Banking Changed

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Entrant, 2020

Telecoms operator STC used OOH, social media and digital to appeal to a broad target audience and launch its STC Pay app in Saudi Arabia.

Nescafé: University Pride Season 2

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Entrant, 2020

Instant coffee brand Nescafé 3in1 went back to college to grow popularity in Egypt and narrow the sales gap with the competition.

Burger King: Who said men don't cry?

Case Study • Ali Khalil, WARC Prize for MENA Strategy, Silver, 2020

QSR brand Burger King targeted young Saudis with a social media 'trolling' campaign featuring football icon Sami Al-Jaber to drive sales of its new spicy menu across Saudi Arabia.

Jawwy: The Fair Telco Company

Case Study • Mario Morby, WARC Prize for MENA Strategy, Gold and Local Hero Award, 2020

Mobile telecom brand Jawwy used entertaining video content to resonate with Saudi youth, and achieve positive results in terms of both short-term sales and long-term brand building.

Etisalat Misr: Hekaya – Family Talk.

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Bronze, 2020

Egyptian telco Etisalat crafted a comic campaign to narrow the gap between itself and Vodafone and win customers over to its hybrid offer.

OMO: Post-Credit Wash

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Bronze, 2020

Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.

Etisalat Misr: Demagh Tanya (Another Mind)

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Entrant, 2020

Telco brand Etisalat used an unorthodox online campaign to increase awareness of its new youth product and grow business in Egypt.

Yas Theme Parks: Summer Says Yas!

Case Study • Tahaab Rais, Mario Morby, Prabhakar Iyer, WARC Prize for MENA Strategy, Entrant, 2020

Abu Dhabi resort attraction Yas Island created a multi-channel character-based campaign to improve visitation levels and increase revenues.

Emirates NBD: Phil & Mahfouz

Case Study • Tala Arakji, Inaan Budhiraja, Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Through innovative use of social media, Emirates NBD grabbed the attention of millennials in the UAE to start a conversation on savings and attract new customers.

Burger King: Burjer Kinj

Case Study • Ali Khalil, WARC Prize for MENA Strategy, Bronze, 2020

QSR brand Burger King created a social media, outdoor and in-restaurant campaign based on the Arabic pronunciation of 'burger' to increase Whopper sales and reignite interest in the brand in Saudi Arabia.

RSA: The Unluckiest Traveller – #rsatravelphotofails

Case Study • SABRE Awards, Gold, EMEA, 2020

UAE insurance brand RSA used a social media-led campaign to connect with its target audience and increase travel insurance sales.

Humour & jokes