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Target the frontier markets

Opinion • Melek Ourir, September 2020

Resist the temptation to ignore smaller markets and audiences that could unlock significant growth for your business, as shown by WARC MENA Prize Grand Prix-winner Tunisie Telecom, writes Wunderman Thompson’s Melek Ourir.

Ahmini: The Uncovered

Case Study • Melek Ourir, WARC Prize for MENA Strategy, Grand Prix, 2020

Telco provider Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.

KFC: Embracing the Tunisian Youthfulness

Case Study • Selim Bdioui, WARC Awards, Entrant, Effective Innovation, 2020

KFC, the global fast-food brand, launched in a challenging market in Tunisia by embracing the wants and needs of local young people.

Ahmini: The Uncovered

Case Study • Melek Ourir, WARC Awards, Gold, Effective Use of Brand Purpose, 2020

Telco provider Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.

Orange Tunisia: The Hashtagging Grandpa

Case Study • Tahaab Rais, Mongi Bhouri , WARC Prize for MENA Strategy, Bronze, 2019

Telecoms brand Orange used a multichannel, branded content approach, featuring a grandad, to appeal to young people and turn around its image as an old-fashioned brand in Tunisia.

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.

Tunisie Telecom: The Unofficial Anthem

Case Study • Melek Ourir, WARC Prize for MENA Strategy, Entrant, 2019

Telecoms operator Tunisie Telecom (TT) used a multi-media campaign to become the number-one Tunisian brand associated with the 2018 World Cup in Russia and refresh its bond with Tunisians.

Mobile internet cheaper but still unaffordable in Middle East and Africa

Data • Rob Clapp, WARC Data Points, June 2019

An overview of the cost of mobile internet in 51 markets across the Middle East and Africa between 2015 and 2018.

Orange Tunisia: The Hashtagging Grandpa

Case Study • Tahaab Rais, Mongi Bhouri, WARC Awards, Gold, Effective Content Strategy, 2019

Telecoms brand Orange used a multichannel, branded content approach, featuring a grandad, to appeal to young people and turn around its image as an old-fashioned brand in Tunisia.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

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

Monoprix Go

Case Study • Melek Ourir, WARC Prize for MENA Strategy, Shortlisted, 2018

Monoprix, a leading supermarket in Tunisia, used a multi-reality approach to boost the in-store experience and attract a younger generation of loyal shoppers.

Orange: The Hammam Fighter

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Orange, a telco provider, developed a campaign based on retro gaming to raise awareness and take-up of its 4G network by Tunisian youth.

Orange: The Hammam Fighter

Case Study • Tahaab Rais, Mongi Bhouri, WARC Awards, Gold, Effective Content Strategy, 2018

Telco Orange developed a campaign based on retro gaming to raise awareness and take-up of its 4G network by Tunisian youth.

Orange Tunisia: The Hammam Fighter

Case Study • Tahaab Rais, Mongi Bhouri, WARC Prize for MENA Strategy, Silver, 2017

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Major: The Tasty Mix

Case Study • Zeynel El-Glaoui, Selim Bdioui, WARC Prize for MENA Strategy, Entrant, 2017

This case study describes how biscuit brand Major enhanced its brand image and increased sales in Tunisia with a creative idea based on digital music sampling.

Libero Peaudouce: Mother's Day

Case Study • Amal Ben Saad, WARC Prize for MENA Strategy, Entrant, 2017

This case study describes how baby care brand Libero Peaudouce used a multimedia campaign to allow Tunisian families to pay tribute to their mothers to build brand love.

Nana: Roll, Press & Go

Case Study • Amal Ben Saad, WARC Prize for MENA Strategy, Entrant, 2017

The case study describes how feminine hygiene brand Nana used a multimedia campaign to empower women and grow the Ultra sector in Tunisia.

Libero Peaudouce: Catch the Baby

Case Study • Farah Ben Jemia, WARC Prize for MENA Strategy, Entrant, 2017

This case study describes how baby care brand Libero Peaudouce used digital, TV and radio to launch its Confort-Flex nappy in Tunisia.

Orange: The Hammam Fighter

Case Study • Tahaab Rais, Mongi Bhouri, WARC Awards, Shortlisted, Effective Social Strategy, 2017

This case study shows how Orange, the telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

MENA spending patterns - where does the money go?

Research Paper • Mona Ahmed, Asli Kokcu Peksen and Ghaida Fatany, ESOMAR Conference papers, MENAP Dubai, March 2017

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Multidimensional structures of brand and country images, and their effects on product evaluation

Research Paper • Yamen Koubaa, Rym Boudali Methamem and Fatitha Fort, Int. Journal of Market Research, Vol. 57, No. 1, 2015, pp. 95-124

Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix.

The case of Tunisian elections following the Arab Spring: How polling is necessary to understand the influence of cultural, religious and political groups

Research Paper • Nébil Belaam , ESOMAR Conference papers, Congress, Atlanta, September 2012

This paper discusses the results of an opinion poll conducted after the first democratic Constituent Assembly election in Tunisia which followed the Arab Spring political revolution.

Engagement Citoyen: Print - 'The Return Of Dictator Ben Ali' (Tunisia)

Rankings • WARC Creative 100, 2012

Contains the print creative 'The Return Of Dictator Ben Ali' for Engagement Citoyen by the agency Memac Ogilvy Label in Tunisia.

Engagement Citoyen : All Gunns Blazing campaign video - 'The Return Of Dictator Ben Ali' (Tunisia)

Rankings • WARC Creative 100, 2012

Contains the campaign video of 'The Return Of Dictator Ben Ali' for Engagement Citoyen by the agency Memac Ogilvy Label in Tunisia.

Engagement Citoyen: Film - 'The Return Of Dictactor Ben Ali' (Tunisia)

Rankings • WARC Creative 100, 2012

Contains the film creative 'The Return Of Dictactor Ben Ali' for Engagement Citoyen by the agency Memac Ogilvy Label in Tunisia.

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.
Uber: Uber Legends

Case Study • Tahaab Rais, Tala Arakji, WARC Media Awards, Silver, Best Use of Data, 2019

Uber championed its top users with Uber Legends, an evocative campaign that tells the real stories of real journeys, to engage users and increase brand love.
MENA Strategy Report: Lessons from the 2019 WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2019

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.
Mobinil: It Belongs Online

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2017

This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.
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.
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.