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Philips: Work The Beat

Case Study • SABRE Awards, Africa, 2021

Philips, a multinational conglomerate, launched a virtual challenge during the COVID-19 pandemic that encouraged people in Egypt, Kenya and South Africa to work their heartbeats and keep active.

Nescafé: Procrastination

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

For the third year running, beverage brand Nescafe targeted university students in Egypt with an appealing multi-channel campaign to grow sales and take back share from its main local competitor.

EGBank: 120 days of happiness

Case Study • Dina El Dessouky, Yosr Khalifa, Salma Ezz, WARC Prize for MENA Strategy, Entrant, 2021

Egyptian bank EGBank turned traditional thinking on its head to appeal to young people in a fun way, generate leads and boost take-up of its loan offer.

Danone Max: Energy done right

Case Study • Dina El Dessouky, Yosr Khalifa, Salma Ezz, WARC Prize for MENA Strategy, Entrant, 2021

Dairy brand Danone chose relaunch as its route to growth in Egypt, creating a whole new brand to target the country's youth market.

Knorr: Rooftop farms

Case Study • Tahaab Rais, Yasmine Shehab, Yosr Khalifa, WARC Prize for MENA Strategy, Gold and Long-Term Strategy Award, 2021

Food brand, Knorr's, Rooftop Farms campaign made a lasting impact on the hunger crisis by empowering those living in poverty in Egyptian cities to grow their own food.

Lifebuoy: Purpose (Blis)

Case Study • MMA Smarties, Bronze, MENA, 2020

Lifebuoy, a soap brand, launched a public service campaign in Egypt to remind people that practising good hand hygiene and using any soap brand can help reduce the spread of infections, while reminding people to stay at home.

Rexona: Move More Stay Home

Case Study • MMA Smarties, Silver, MENA, 2020

Rexona, a deodorant brand, encouraged people to stay active during the COVID-19 lockdown and raised awareness around brand purpose in Egypt with its Move More Stay Home campaign.

Lipton: Stay At Home

Case Study • MMA Smarties, Silver, MENA, 2020

Lipton, a tea brand, launched its Stay at Home YouTube campaign in Egypt to drive messaging around the impact of social distancing in society and highlighted the health benefits of green tea.

Knorr: Rooftop Farms

Case Study • Tahaab Rais, Yasmin Shehab, Yosr Khalifa, WARC Awards for Effectiveness, Silver, Brand Purpose, 2021

Food and drink brand Knorr created a city rooftop farm initiative to establish itself as a socially responsible and purposeful brand in Egypt.

Egypt, Media consumption overview, 2016-2020

Data • WARC Data, May 2021

This report provides an overview of media consumption trends in Egypt between 2016 and 2020.

Egypt, Ad blocking

Data • WARC Data Points (GlobalWebIndex), May 2021

An overview of ad blocking in Egypt.

Egypt, Second screening

Data • WARC Data Points (GlobalWebIndex), May 2021

An overview of second screening (using another device while watching TV) in Egypt.

Lifebuoy: Purpose

Case Study • MMA Smarties, Silver, EMEA, 2020

Lifebuoy, a soap brand, reacted swiftly to the coronavirus in Egypt by launching a public service campaign to raise awareness of the role of good hand hygiene in preventing the spread of the coronavirus.

One in five fans use mobile apps to consume sports content

Data • Cinzia Petio, WARC Data Points, 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.

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.

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.

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.

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: 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.

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.
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.