Middle East & North Africa

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Take me home, country roads! How 'brand citizenship' and not just 'brand purpose' (or John Denver) could anchor the Millennial

Research Paper • Arindam Mohanty, Vipul Sachdeva and Zaneta Sebastian, ESOMAR Conference papers, Congress, 2019

Provides a 'Brand citizenship' framework which seeks to add a further layer to understanding of brand purpose, by recognising the difference between people’s ethics and needs as consumers.

Lipton: Lipton Green Tea

Case Study • MMA Smarties, Gold, MENA and Silver, EMEA, 2017

Lipton, a tea brand, replaced the handles on Lipton branded shopping trolleys with fitness trackers to encourage people in the United Arab Emirates to exercise more.

Betadine: 'Supporting my journey' - A social media program that follows the progress of five people to reach the goal of completing a triathlon for the first time.

Case Study • Henry Rosas, Taizoon Dadla and Sakshi Mathur, WARC Media Awards, Effective use of partnerships and sponsorships, 2016

This case study shows how Betadine, an OTC pharmaceutical brand, encouraged young people across the Middle East to adopt a more healthy lifestyle through a social media campaign that followed five people on a fitness journey towards competing in a triathlon.

Snickers: World's Longest Football Match

Case Study • DMA (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.

Predicting Select Mobile Service Preferences Based on Demographic Profile of Mobile Users in Oman

Research Paper • Mithun Shrivastava and D. Israel, Int. Journal of Mobile Marketing, Vol. 5, No. 1, Summer 2010, pp. 98-112

The purpose of this paper was to examine the influence of demographic characteristics of mobile users on their choice of a mobile service provider as well as on their choice concerning the type of connection, pre-paid or post-paid.