Advertising best practice, evidence and insights

OMO Sensitive: Tough on Stains. Gentle on Skin.

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

Laundry detergent brand OMO Sensitive adopted a multi-channel approach in Saudi Arabia and the UAE to win share and boost take-up among new mothers.

Emirates NBD: Inspire What's Next

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Bronze, 2020

Private bank Emirates NBD grew brand favourability and sales with an awareness campaign in the United Arab Emirates.

RAKBANK: She Can Play

Case Study • Mohit Lodha, Kevin Pinto, WARC Prize for MENA Strategy, Entrant, 2020

Banking brand RAKBANK used a three-part social media strategy, She Can Play, to spark a conversation about girls playing football to build buzz and talkability and improve brand perception in the United Arab Emirates.

WHSmith: Pop Up Books

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

Book retailer WHSmith drove sales and footfall through a gamification strategy in the United Arab Emirates.

Jif: No More Drama

Case Study • Tala Arakji, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Jif took a data-driven dramatic approach to grow sales and increase market share for its multipurpose cleaning spray in the GCC.

Mastercard: Astronomical Sales

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

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

du: It's Good To Be Home

Case Study • Remie Abdo, Jessica Handley, WARC Prize for MENA Strategy, Entrant, 2020

Telco du boosted engagement and sales of its internet and entertainment services with a multi-channel campaign in the United Arab Emirates.

Puck: Making meal-time fun time

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Bronze, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

Emirates NBD: Phil & Mahfouz

Case Study • Tala Arakji, Inaan Budhiraja, Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Through innovative use of social media, Emirates NBD grabbed the attention of millennials in the UAE to start a conversation on savings and attract new customers.

Babyshop: The Gift of Mom

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

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Dubai Properties: This is Living

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

Dubai luxury real estate brand Madinat Jumeirah Living created captivating character-based content to build awareness and grow sales in a declining real estate category.

Nestlé: Nutrition Cart

Case Study • Mona Hassanie, Catherine Asseily, WARC Prize for MENA Strategy, Entrant, 2020

The Nestlé for Healthier Kids global initiative repurposed children's shopping carts in Carrefour supermarkets to deliver a healthy eating message in the United Arab Emirates.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Silver, 2020

Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.

Dubai Media City: The Most Viewed Billboard in the Middle East

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

Real estate hub Dubai Media City created a billboard to 'photobomb' a popular TV show to increase brand awareness, promote itself as a regional media hub, attract new business, increase loyalty and maintain pricing in the United Arab Emirates.

Mastercard: Start More First Times

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

Financial services corporation Mastercard boosted transactions and brand visibility through a content series in the United Arab Emirates.

Nissan Altima: Bio-Colour

Case Study • Garrett Olexiuk, Bhaskar Bateja, Remie Abdo, WARC Prize for MENA Strategy, Entrant, 2020

Car manufacturer Nissan Middle East attracted younger buyers to its Altima marque by giving them an opportunity to personalise their car colour based on their DNA, improving the brand's tech credentials and boosting sales in the United Arab Emirates.

Yas Theme Parks: Summer Says Yas!

Case Study • Tahaab Rais, Mario Morby, Prabhakar Iyer, WARC Prize for MENA Strategy, Entrant, 2020

Abu Dhabi resort attraction Yas Island created a multi-channel character-based campaign to improve visitation levels and increase revenues.

Lighthouse Centre for Wellbeing: unspoken, uae

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

UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.

Standard Chartered Bank (SCB): Art Gap

Case Study • Remie Abdo, WARC Prize for MENA Strategy, Gold, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

The Abu Dhabi National Oil Company (ADNOC): Oil & Gas 4.0 – Strengthening ADNOC’s corporate reputation as the National Oil Company of the Future

Case Study • SABRE Awards, Diamond, EMEA, 2020

The Abu Dhabi National Oil Company (ADNOC), embarked on a full-scale business transformation journey in 2017 to ensure it thrives in the fast-evolving energy landscape in Abu Dhabi.

Abu Dhabi National Oil Company: Executive Communications

Case Study • SABRE Awards, Gold, EMEA, 2020

The Abu Dhabi National Oil Company (ADNOC), launched a campaign that positioned its leader as a pioneer by securing keynote slots and media profile pieces for him.

RSA: The Unluckiest Traveller – #rsatravelphotofails

Case Study • SABRE Awards, Gold, EMEA, 2020

UAE insurance brand RSA used a social media-led campaign to connect with its target audience and increase travel insurance sales.

WHSmith: Pop-Up Books

Case Study • AME Awards, Bronze, 2020

WHSmith, a book retailer, drove sales and footfall through a gamification strategy in the United Arab Emirates.

Jawwy: The Ramadan campaign that didn't launch in Ramadan

Case Study • AME Awards, Gold, 2020

Jawwy, a telco provider, drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

Almosafer: As far as we go

Case Study • AME Awards, Silver, 2020

Almosafer, a travel platform, reversed declining market share through an emotive Ramadan film in Saudi Arabia.

Middle East & North Africa