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Diari: A journey across Tunisia

Case Study • Tahaab Rais, Tala Arakji, Mongi Bhouri, WARC Prize for MENA Strategy, Bronze, 2021

Couscous brand, Diari, celebrated both its 40th anniversary and the end of the lockdowns with an uplifting branded-content documentary series in Tunisia.

Tunisie Telecom: The Uncovered

Rankings • WARC Effective 100, 2021

Tunisie Telecom, a telco brand, leveraged the power of mobile to help spark social change in Tunisia.

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.

Tata Xenon: Only The Tough Can

Case Study • Soumitra Pal, WARC Awards, Entrant, Effective Content Strategy, 2020

TATA Motors, a car manufacturer, developed a nationalistic anthem that showcased its cars as a tool to drive Tunisian national development that resulted in a brand awareness and affinity increase.

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.

Eight trends in African navigation

Article • Euromonitor Strategy Briefings, September 2019

Looks at eight trends in African innovation including sustainability, going rural and creative paying systems.

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.

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.

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.

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.

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.

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.

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.

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.

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.
KFC: Scroll-Thru

Case Study • Damayanti Purkayastha, WARC Awards, Silver and Path-To-Purchase Award, Effective Social Strategy, 2020

KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.