Advertising best practice, evidence and insights

China’s Saturnbird: Brewing coffee with culture and creativity

Article • Athena Chen, WARC Exclusive, Spotlight China, June 2021

Popular Chinese coﬀee brand Saturnbird is driving growth with an evolving consumer-centric strategy that emphasises creativity and community connections.

Galaxy: Dates Ramadan

Case Study • MMA Smarties, Bronze, MENA, 2020

Galaxy, a confectionery brand, launched a gamified mobile campaign rooted in Arabic culture during Ramadan in Saudi Arabia and the UAE.

Etisalat: Sonic

Case Study • MMA Smarties, Gold, MENA, 2020

Etisalat, an Emirati telco provider, launched its interactive Etisalat Sonic campaign in the MENA region to bring people together despite the social distancing measures in place as a result of the COVID-19 pandemic.

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.

Sensodyne: GSK Oral Sensodyne

Case Study • MMA Smarties, Bronze, MENA, 2020

Sensodyne, a toothpaste brand, launched a gamified mobile ad in Saudi Arabia to demonstrate how the brand can help consumers overcome tooth sensitivity.

Dettol: Shower Gel

Case Study • MMA Smarties, Bronze, MENA, 2020

Dettol, a brand of cleaning supplies, launched a video and mini game to promote its shower gel in South Africa.

PlayStation: Marvel Iron Man VR

Case Study • MMA Smarties, Gold, MENA, 2020

PlayStation, a video game brand, launched a mobile video advertising campaign to promote its virtual reality (VR) game, Marvel's Iron Man VR, in the Middle East region.

McDonald’s: Taskeeta

Case Study • MMA Smarties, Silver, MENA, 2020

McDonald's, a fast-food brand, launched an interactive, gamified mobile campaign in Saudi Arabia to present its promotional meal.

KitKat: Core

Case Study • MMA Smarties, Gold, MENA, 2020

KitKat, a confectionery brand, launched a gamified, multilingual campaign in the Middle East to reclaim its association with taking a break.

M&M's: Minis Are Back

Case Study • MMA Smarties, Gold, MENA, 2020

M&M's, a confectionery brand, launched a multilingual, gamified mobile campaign in Saudi Arabia and the UAE to announce the return of its M&M's Minis.

Snickers: Hunger Support Campaign

Case Study • MMA Smarties, Gold, MENA, 2020

Snickers, a confectionary brand, used facial recognition as part of its Snickers Hunger Support Campaign in the UAE, Saudi Arabia and Kuwait.

Vodafone: Qatar 5G Launch Campaign - Red Velvet and Stop the Clock

Case Study • MMA Smarties, Silver, MENA, 2020

Vodafone, a telco brand, launched an augmented-reality campaign to boost awareness of its 5G offerings in Qatar.

Whiskas

Case Study • MMA Smarties, Bronze, MENA, 2020

Whiskas, a cat food brand, launched an interactive mobile campaign to gather data about consumers in the UAE.

Centrum: GSK Centrum GNE

Case Study • MMA Smarties, Gold, MENA, 2020

Centrum, a brand of multivitamins produced by GSK, reached consumers with a gamified mobile campaign in the UAE.

Dubai Properties: La Vie

Case Study • MMA Smarties, Gold, MENA, 2020

Dubai Properties, a property development company, promoted its new La Vie residence in Dubai with an interactive mobile campaign across the UAE and Saudi Arabia.

RAKBANK: Memotraits - AI Brings Memories to Life

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, turned memories into tactile experiences for FC Barcelona fans in the UAE with its Memotraits campaign.

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.

Etisalat: Moonwalk

Case Study • MMA Smarties, Silver, MENA, 2020

Etisalat, a telco brand, encouraged users in the UAE to download the Etisalat mobile app by launching a gamified mobile campaign.

Tencent: Show my work

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Tencent, a technology company, used a game to promote its app, Tencent VooV Meeting, during the Covid-19 lockdown in China.

New Zealand Government: Unite against COVID-19

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

The New Zealand Government created a multi-channel platform to reinforce the required public response and unite Kiwis in the fight against COVID-19.

Babyshop: A world we deserve

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Children's retailer Babyshop grew volume growth and brand awareness during Ramadan in the United Arab Emirates with a social media crowd-sourcing campaign and a music video.

STIB: Voices of brussels

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Public transportation company, STIB, managed a meaningful brand connection with customers at a time when none of them could use the service due to COVID travel restrictions in Belgium.

Help For Heroes: 40,000 Strong

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

UK service personnel recovery support charity Help for Heroes enlisted its own mini-army to get the nation talking and effect systemic change to the medical discharge process, while emphasising the charity's vital role during peacetime.

KFC Australia: Did someone say KFC? News layer

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Fast-food chain, KFC, devised a new marketing model to drive both short-term sales and long-term brand success in Australia.

AstraZeneca: Neb adventures

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Pharmaceutical company, AstraZeneca, combated low child asthma treatment completion rates with a child-centred approach in UAE.

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