Advertising best practice, evidence and insights

Article • Erica Kurowski, WARC Best Practice, June 2021

The rise of personal technology and, in particular, ownership of smart mobile phones has radically changed the way market research can be done.

Data privacy is the main barrier to mobile marketing growth

Data • Rob Clapp, WARC Data Points, June 2021

An overview of barriers to mobile marketing's growth according to marketing professionals in EMEA.

Axe: Chill

Case Study • MMA Smarties, Gold, MENA, 2020

Axe, a male deodorant brand, launched its Axe Chill campaign across the Gulf Cooperation Council (GCC) countries to highlight Axe's ability to lower body temperature.

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.

Lux: Device ID

Case Study • MMA Smarties, Silver, MENA, 2020

LUX, a personal care brand, developed a new way to enrich its first-party data and get to know its consumers in the UAE like never before.

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.

LifeBuoy: Hajj Pack

Case Study • MMA Smarties, Gold, MENA, 2020

Unilever, a consumer goods company, developed a bundle of fragrance-free products that could be bought and used globally by Hajj pilgrims visiting Mecca.

National Bank of Kuwait: Real-time location-based mobile engagement

Case Study • MMA Smarties, Silver, MENA, 2020

The National Bank of Kuwait (NBK), a banking brand, designed a real-time, location-based marketing campaign for NBK mobile banking app users in Kuwait.

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.

STC Pay: Stay at Home Campaign

Case Study • MMA Smarties, Silver, MENA, 2020

STC Pay, a digital wallet, drove app downloads with a three-phase campaign during the COVID-19 lockdown in Saudi Arabia.

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.

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.

McDonalds: Quarantine Offers

Case Study • MMA Smarties, Bronze, MENA, 2020

McDonald's, a fast-food brand, launched an in-game mobile app to raise brand awareness in the Middle East.

Arm & Hammer: Alternate Uses for Baking Soda

Case Study • MMA Smarties, Silver, MENA, 2020

Arm & Hammer, a brand of baking soda products, leveraged mobile gaming in the Middle East to educate users about alternative uses for baking soda.

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.

RAKBANK: Prediction Meets Tradition - Striking Gold with Machine Learning

Case Study • MMA Smarties, Silver, MENA, 2020

RAKBANK, a banking brand, tapped into the fascination and love for gold in India by launching the Gold Account, where gold lovers could buy, sell and save gold digitally.

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: Convertsations - Kickstarting new SMEs amidst the Pandemic

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, launched its Conversations campaign to help new small- and medium-sized enterprises (SMEs) establish themselves in the UAE during the COVID-19 pandemic.

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.

State of the industry 2021: Mobile marketing in EMEA

Data • WARC Data, June 2021

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

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.