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Knorr Egypt: Rooftop farms

Case Study • Tahaab Rais, Yasmine Shehab, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2021

Knorr, a food brand, launched a campaign in Egypt to help underprivileged families grow their own food.

Knorr: Rooftop Farms

Rankings • WARC Media 100, 2021

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

Knorr: Rooftop farms

Case Study • AME Awards, Gold, 2021

Knorr, a food brand, launched tackled the hunger crisis in Egypt by launching its Rooftop Farms initiative.

Philips: Work The Beat

Case Study • SABRE Awards, Africa, Gold, 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.

Etisalat Egypt: The rise of the code

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

Egyptian telco services provider Etisalat crafted a code-based campaign to boost take-up of its new hybrid tariff in a cluttered category.

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.

EGBank: 120 Days of Happiness

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

A campaign by Egbank, an online banking company in Egypt, increased its leads and reach by appealing to the needs of young people in Egypt.

Nescafé 3in1: Procrastination

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

Nescafé 3in1, a coffee brand, focused on university students in Egypt to grow popularity for the brand.

Danone Max: Energy done right

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

Danone, a dairy brand, exploited an opportunity in the drinkable yoghurt category by relaunching a new brand, MAX.

Etisalat Hekaya: The rise of the code

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

A campaign by Estiliat, a network provider in Egypt, increased appeal by connecting with the curiosity of TV viewers.

Facebook Arabia: #LoveLocal

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

Social network Facebook, raised its profile as the leading platform for small and medium businesses (SMB) with its Love Local campaign in Egypt, Jordan and Lebanon.

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 (Dynamic), May 2021

An overview of ad blocking in Egypt.

Egypt, Second screening

Data • WARC Data Points (Dynamic), 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 (Curated), 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.

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:
2021 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2021

Insights and themes from the winners of the 2021 WARC Prize for MENA Strategy, an annual case study competition that rewards the region’s smartest strategic thinking.
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.
81% of consumers are omnichannel shoppers

Data • Rob Clapp, WARC Data Points (Curated), May 2021

An overview of online and offline purchase journeys across 17 different markets.
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.
KFC Arabia: Shift+K+F+C

Case Study • Rifaat Fakih, Jennifer Fischer, Haikel Ben Hammouda , WARC Prize for MENA Strategy, Grand Prix and Pivot to Digital Award, 2021

Fast-food brand, KFC, went beyond the norm of giveaways and sponsorships to tap into the gaming culture and lift sales in Saudi Arabia.