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Middle East & North Africa

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Home Centre: A Dad's Job

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

Home Centre, a home furnishing brand, celebrated Father's Day in the UAE by highlighting the role that single mothers play in their children's lives.

Abu Dhabi: Do not disturb, currently on staycation #InAbuDhabi

Case Study • Angela Hundal, WARC Prize for MENA Strategy, Entrant, 2021

Government authority, The Department of Culture and Tourism, drew domestic travellers for an Abu Dhabi staycation with a data-driven campaign in UAE.

Dettol: Fight to protect

Case Study • Tahaab Rais, Tina Sioufi, Hadi Khuzam, WARC Prize for MENA Strategy, Entrant, 2021

Dettol, the disinfectant and antiseptic brand, transformed the popular narrative from one of fear to one of confidence to gain share during COVID-19 in the Middle East.

Nissan: Humanising a tech brand

Case Study • Bhaskar Bateja, Jennifer Fischer, WARC Prize for MENA Strategy, Entrant, 2021

Nissan, the tech-driven car manufacturer, took a different approach to instead humanise its brand in the Middle East.

Media Owner Profile: JCDecaux, Regions

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of JCDecaux includes data on advertising revenue by region and market.

Media Owner Profile: Facebook, Rest of World

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of Facebook includes Rest of World (Africa, Latin America and the Middle East) data on advertising revenue, daily active users and monthly active users.

Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.

Netflix marketing spend grows 39% as competition heats up

Data • Rob Clapp, WARC Data Points, July 2021

An overview of Netflix's marketing spend and subscriber growth.

Media Owner Profile: Snapchat

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of Snapchat includes data on advertising revenue and daily active users by region (North America, United States, Europe, Rest of World).

All regions set to record ad growth in 2022

Data • James McDonald, WARC Data Points, July 2021

An overview of the growth in global advertising investment by region forecast for 2021 and 2022.

Media Owner Profile: Netflix, Europe, Middle East and Africa

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of Netflix includes data on streaming revenue and streaming subscribers in Europe, Middle East and Africa (EMEA).

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:

TikTok users have trebled over past year

Data • Rob Clapp, WARC Data Points, July 2021

An overview of TikTok users across the world between Q1 2020 and Q1 2021.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Gold and Brand Rebel Award, 2021

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

GMC: The legacy of verse

Case Study • Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2021

American SUV, the Yukon, tapped into the heritage of Arab poetry to establish an emotional bridge with motorists in the Middle East.

Facebook: #LoveLocal

Case Study • Rifaat Fakih, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

Social network Facebook crafted a locally focused campaign to raise its profile in Jordan, Lebanon and Egypt as the leading platform for small and medium-sized businesses.

KFC Arabia: Shift+K+F+C

Case Study • Rifaat Fakih, Jennifer Fischer, Haikel Ben Hammouda , WARC Prize for MENA Strategy, Grand Prix and Pivot to Digital Award, 2021

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

Almosafer: Stories of Mecca

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Bronze, 2021

Online travel-booking platform Almosafer harnessed the power of UGC in Saudi Arabia to boost post-lockdown bookings.

Bose: Noise-o-Meter

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Silver, 2021

Audio technology brand, Bose, solved a common, everyday problem for consumers in the Middle East as a way of highlighting its value proposition in tough economic times.

Puck: Fuel Their Dreams

Case Study • Tala Arakji, Mario Morby, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2021

Spreadable cream cheese brand Puck created a digital platform to raise spirits while boosting sales and growing share in Saudi Arabia.

Omo: Making dirt good in the Middle East

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

In the Middle East, OMO, a detergent brand, promoted the idea that 'dirt is good' to encourage parents to allow their children to play outdoors and to use OMO to clean stains afterwards.

Nescafé Dolce Gusto: Coffee corners of the world

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Nescafé, a coffee brand, launched a campaign in the UAE to ensure that its coffee machines were consumers' first choice.

Puck: Celebrating the everyday chef

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Puck, a cheese brand, launched a campaign to increase brand awareness in the Gulf Cooperation Council.

Babyshop: Parenthood rephrased

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

KitKat: Give Technology a Break

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

KitKat, a chocolate brand, launched a campaign in the MENA region to reinforce its tagline Have a Break, Have a KitKat among millennials and Gen Z.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
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.
Bentley: An Extraordinary Journey to the Future

Case Study • Hanna Lubin, WARC Awards, Entrant, Effective Content Strategy, 2020

Luxury automotive brand Bentley changed perceptions of a new younger audience in the UK through the use of innovative, compelling content.
Vodafone Egypt: How to make small seem big

Case Study • Jay Chiat Strategic Excellence Awards, Grand Prix, October 2013, pp. 0-0

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.
Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.
KFC: Scroll-Thru

Case Study • Damayanti Purkayastha, WARC Awards, Silver and Path-To-Purchase Award, Effective Social Strategy, 2020

KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.