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One in five fans use mobile apps to consume sports content

Data • Cinzia Petio, WARC Data, April 2021

An overview of sports consumption on mobile apps in 2021.

Etisalat Egypt: Problem No. Family Talk.

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

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

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Tahaab Rais, Yasmin Shehab, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

60% of mobile gamers are moderate players

Data • Rob Clapp, WARC Data Points, November 2020

An overview of gaming audiences across 24 markets.

YouTube is removing less inappropriate content

Data • Rob Clapp, WARC Data Points, July 2020

An overview of YouTube videos and channels removed for violating community guidelines.

Lux: More Than You Can See

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

Soap brand Lux overhauled its image with a modern take on femininity to engage with its target and grow sales in Egypt.

Mastercard: Priceless Journeys

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Payment card brand Mastercard gave a human face to the promotions game in Saudi Arabia and Egypt to boost awareness and usage.

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.

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.

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.

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.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Yasmin Shehab, Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Egypt, Media consumption overview, 2016-2019

Data • Cinzia Petio, WARC Data, June 2020

This report provides an overview of media consumption trends in Egypt between 2016-2019.

Unilever Clear: Abtal El Shawarea’ (Stars on the Streets)

Case Study • AME Awards, Silver, 2020

Clear, a shampoo brand, boosted brand favourability and awareness through a football-centred initiative in Egypt.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Yasmin Shehab, Tahaab Rais, WARC Awards, Silver, Effective Use of Brand Purpose, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Nescafé: University Pride

Rankings • WARC Effective 100, 2020

Coffee brand Nescafé increased sales of its Nescafé 3in1 product in Egypt by connecting to university students.

28 Too Many: Zero Tolerance Ribbon

Rankings • WARC Creative 100, 2020

28 Too Many, an anti-female-genital-mutilation charity, created a symbol for a movement to discourage parents from practising FGM in Egypt.

E-sports investment to reach $800m this year

Data • James McDonald, WARC Data Points, January 2020

An overview of global e-sports sponsorship and advertising investment and engagement among males aged 16-24 years old.

Egypt, Ad-blocker penetration

Data • Annika Chauhan, WARC Data Points (GlobalWebIndex), October 2019

An overview of the share of people using ad-blocking services in Egypt since 2017.

Egypt, Second screening by device

Data • Annika Chauhan, WARC Data Points (GlobalWebIndex), October 2019

An overview of second screening by device in Egypt since 2016.

Coca-Cola: Never Take The Jersey Off

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Entrant, 2019

Coca-Cola, the beverage brand, thwarted competition from its main competitor and drove sales during the 2018 World Cup by running a promo campaign that appealed to patriotic football fans in Egypt.

Nescafé 3in1: University Pride

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Silver, 2019

Coffee brand Nescafé used TV, digital, outdoor and on-pack design to promote its single-serve Nescafé 3-in-1, following currency devaluation in Egypt.

UNICEF Egypt: Awladna

Case Study • Yahia Gweifel, Zeina Eissa, WARC Prize for MENA Strategy, Entrant, 2019

Child welfare organisation UNICEF Egypt launched a multimedia mass communication campaign to raise awareness of the problem of physical attacks and bullying among children and adolescents.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

EGBank: Mint

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Entrant, 2019

Banking brand EGBank established its own startup incubator to grow its affinity with young people in Egypt and get them to open accounts.

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.
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.
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.
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.
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.
Global advertising spend to fall by 8.1% in 2020

Data • Rob Clapp, WARC Data Points, May 2020

An overview of advertising spend forecasts for 2020 by market, product vertical, media and format.