Middle East & North Africa

Influencers in the media mix: Lessons from the 2018 WARC Media Awards

Article • Delon Wang, WARC Webinars, August 2019

Delon Wang, head of client services at WARC, looks at how, and why, influencers are being invested in like never before, and presents some success stories from the 2018 WARC Media Awards.

IKEA: ThisAbles

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

IKEA, a furniture retail company, hacked 13 of its popular products and used 3D printing to create special add-ons for people with disabilities in Israel.

Gillette: Babyface

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Gillette, a shaving brand, reversed a decline in sales in Israel by targeting new and expectant dads with a video campaign that showed the importance of skin-to-skin contact with their newborns.

Pantene: Beautiful Lengths

Rankings • WARC Media 100, 2019

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.

Gillette: I Don't Roll On Shabbos

Rankings • WARC Media 100, 2019

P&G’s toiletry brand Gillette boosted its deodorant sales in Israel by providing the Jewish community with 48-hour deodorant protection.

Gillette: BabyFace

Rankings • WARC Media 100, 2019

Shaving brand Gillette targeted new dads via a multimedia campaign to try to become relevant again among Israel's beard-loving millennials.

Behind the Media 100 Rankings: Reaching the ‘unreachable’ Orthodox community in Israel

Rankings • Gilad Kat, Rankings Articles, March 2019

Gillette ranks number one on WARC’s Media 100 rankings with its campaign to persuade Orthodox Jews to test its 48-hour formula deodorant product.

Gillette: BabyFace

Case Study • Gilad Kat, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Shaving brand Gillette targeted new dads via a multimedia campaign to try to become relevant again among Israel's beard-loving millennials.

Gillette Deodorants: I Don't Roll On Shabbos

Case Study • Gilad Kat, WARC Media Awards, Gold, Effective Channel Integration, 2018

Gillette deodorant used a multimedia approach, Biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel.

Pantene: Beautiful Lengths

Case Study • Gilad Kat, WARC Media Awards, Silver, Effective Channel Integration, 2018

Hair care brand Pantene in Israel decided to revitalise its Beautiful Lengths campaign, a global charity drive that enables people to donate hair for women who have lost their own due to cancer treatment.

Pan-European Crowd-Sourcing Puts Innovation Back at the Heart of Europe’s #1 Workplace Water and Coffee Provider

Research Paper • Guy White and Jean-Marc Bollinger, ESOMAR, Fusion, 2018

Eden Springs, a water cooler and Office Coffee Machine Supplier, launched employee crowds across Europe to test innovation pilots to bring innovation back into the category.

When marketing meets medicine: How Teva learned to move beyond the pill

Article • Marylyn Donahue, Event Reports, Knect365’s ePharma Summit, March 2018

Teva Pharmaceuticals was able to look beyond the pill when it acquired Gecko Health Innovations, a company that is innovating in healthcare in various ways.

Pantene: Beautiful Lengths

Case Study • Gilad Kat, Guy Melzack, WARC Awards, Silver, Effective Use of Brand Purpose, 2018

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.

Ariel's Great Hand Me Up

Case Study • Gilad Kat, WARC Media Awards, Bronze, Effective Channel Integration, 2017

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

Always: React to Shamers

Case Study • Gilad Kat, WARC Media Awards, Silver, Effective Use of Tech, and Best Use of Augmented or Virtual Reality Special Award, 2017

Always, the feminine hygiene brand, increased brand equity in Israel by helping teen girls stand up to social shaming.

Mekudeshet: Jerusalem Season of Culture

Case Study • Direct Marketing Association - US, Runner Up, DMA Diversity/Inclusivity Award, 2017

Mekudeshet, Jerusalem's Season of Art's festival, was promoted throughout Israel by using GPS tracking technology to look into the lives of religiously diverse residents and peace activists.

Tel Aviv: a revolution in the automotive market

Article • Vincent Rousselet, Market Leader, Quarter 3, 2017, pp. 56-56

This article looks at the growth of the Israeli start-ups, particularly in the automotive industry, and why the company is punching above its weight in innovation.

Always: Like A Girl Emojis

Case Study • Effie Worldwide, Bronze, North America Effies, 2017

This case study looks at how Always, a sanitary protection brand, created the Girl Emojis #LikeAGirl campaign, which ran in the US, Canada, Europe and Asia, to demand, and create, new non-stereotypical emojis reflecting real girls.

Head & Shoulders: 100% Kosher Head & Shoulders

Case Study • Case Studies on WARC, 2016

This case study details how Head & Shoulders, an anti-dandruff shampoo brand, grew its shares in Israel by associating with the religious festival of Passover.

Mizrahi Tefahot: Happiness? Who is searching Happiness in banking at all?

Case Study • Pnina Wiessman, WARC Prize for Innovation, Entrant, 2016

This case study describes how Mizrahi Tefahot, one of the leading banks in Israel, created a strategy to bring happiness to banking, differentiating itself from the competition and growing its customer base.

Pepsi MAX: Top Street Food

Case Study • 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.

Sodastream: Film - 'Thor' (Israel)

Rankings • WARC Creative 100, 2016

Contains the film creative 'Thor' for Sodastream by the agency Allenby Concept House in Israel.

How Credible is E-Word of Mouth Across Digital-Marketing Channels? The Roles of Social Capital, Information Richness, and Interactivity

Research Paper • Shalom Levy and Yaniv Gvili, Journal of Advertising Research, Vol. 55, No. 1, 2015, pp. 95-109

Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM).

Matching endorsers to products – an optimal application model

Case Study • Moti Zwilling, WARC Prize for Innovation, Entrant, 2014

This case study describes how researchers at the School of Business Administration, Bar-Ilan University, Israel, developed a tool to to assist advertising agencies to select the best product campaign endorser successfully from a list of a given candidates.

Police methods in the supermarket: Cognitive interviews in market research

Research Paper • Ruthie Brandman and Christiane Schmitz-Trebeljahr, ESOMAR, Qualitative, November 2014

This paper explains how Cognitive Interview (CI) can be applied to qualitative market research, using examples from Germany, Israel and the US which generated insights on the detailed perceptions of a retail environment.