Middle East & North Africa

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Careem: Careem - Morocco Content Calendar

Case Study • SABRE Awards, Africa, Northern Africa, Gold, 2019

Careem, a transportation network company, changed negative perceptions of its brand in Morocco by launching three press releases a month to communicate the brand in a positive light.

enti.ma: Flawlessness

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Enti.ma, a fashion and lifestyle website, increased brand awareness by launching a digital and social media campaign that directly responded to a state-sponsored TV show normalising domestic violence in Morocco.

inwi: Social engagement

Case Study • SABRE Awards, Gold, Northern Africa, Africa, 2018

Inwi, a telecommunications company in Morocco, launched a campaign to market its new application, Coach'in.

Coca-Cola Morocco: The Mama Cooking Show

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017

This case study shows how Coca-Cola, the carbonated drinks brand, increased brand affinity in Morocco by creating a family-focused cooking show.

Coca-Cola: The Mama Cooking Show

Case Study • Tahaab Rais, WARC Awards, Entrant, Effective Content Strategy, 2017

This case study explains how Coca-Cola used a transmedia branded content platform to win back 'share of heart' with mothers in Morocco.

Mawazine Music Festival

Case Study • SABRE Awards, Gold, Africa, Digital campaign and Northern Africa, 2017

Mawazine, a music festival in Rabat, Morocco, was able to reverse its negative image and receive international recognition by changing the way it promoted itself.

Ford: Ford with PR Media

Case Study • SABRE Awards, Diamond, Africa, Brand Building, 2017

Ford, the carmaker, focused on the culture of shared taxi rides to promote its Code 4 Taxi Cabs App Challenge in Morocco.

Coca-Cola: Share a Coke with Morocco

Case Study • Tahaab Rais, WARC Prize for Social Strategy, Entrant, 2015

This case study explains how Coca-Cola extended its packaging-personalization promotion to Morocco without offending Islamic sensibilities by using given names.

Marketing in Morocco: Brand stories from Aicha, Moor’s and Nivea

Article • Joseph Clift, Event Reports, Global Marketer Week, March 2015

This event report looks at how different brands have tackled marketing to a Moroccan audience.

Snickers: World's Longest Football Match

Case Study • Direct Marketing Association - US, Silver, ECHO Awards, 2011

Snickers wanted to boost sales among men aged across 10 countries in the Middle East, where the confectionery brand is thought of as an energy bar.

Targeting the Lions - Brands and Africa's New Middle Classes

Article • Jo Bowman, WARC Exclusive, February 2011

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.

MENA Strategy Report: Lessons from the 2018 WARC Prize for MENA Strategy

Article • WARC Exclusive, November 2018

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.
Mercedes-Benz: Meet Kamal - The world's best auto salesman

Case Study • AME Awards, Finalist, 2018

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to increase awareness among the Generation Y consumer.
Mercedes-Benz: From Facebook to the front seat

Case Study • AME Awards, Finalist, 2018

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to engage and reach young consumers.
Coca-Cola: Hijacking the African Cup

Case Study • Naila Fattouh, WARC Awards, Grand Prix, Effective Content Strategy, and Multiplatform Special Award, 2018

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.
Finding your brand purpose

Article • Ahmad Abu Zannad and Sally Ballout, Admap Magazine, March 2018, pp. 44-45

Explains the roles that a sceptic and enthusiast can play in helping to find and develop a brand purpose.
Coca-Cola: Uniting through music

Case Study • Tahaab Rais, WARC Awards, Entrant, Effective Content Strategy, 2017

This case study explains how Coca-Cola used a music-based branded content platform and a campaign across TV, social media and on-ground, to connect people in Arab countries by encouraging them to sing together.