WARC Prize for MENA Strategy
Across MENA, new markets and new consumers are demanding new insights. This Prize will act as a spur to strategic thinkers across the region by generating a collection of work that will inspire them to create breakthrough thinking for their clients.
About
The WARC Prize for MENA Strategy is now closed.
Across MENA, new markets and new consumers are demanding new insights. This Prize will act as a spur to strategic thinkers across the region by generating a collection of work that will inspire them to create breakthrough thinking for their clients.
We also need to know that the strategy 'worked'. Although this is not an effectiveness competition, we want to reward strategic thinking that helps clients solve problems and provides a base for future growth. Entrants will be expected to show a link between their strategies and the results of the marketing activity.
As in all WARC’s award schemes, the Prize is free to enter and is open to clients and agencies in any marketing discipline. The deadline for entries was 5pm GMT Wednesday 29 April 2020.
Prize structure
The Prize fund stands at $10,000: there will be a Grand Prix of $7,000 awarded to the best paper, plus three $1,000 Special Awards that recognise specific areas of excellence:
The Research Excellence Award
for the best use of research in the development of strategic ideas.
The Brand Rebel Award
for the best example of a campaign departing from category norms.
The Local Hero Award
for the best example of a challenger brand from the MENA region using smart marketing strategy to take on bigger competitors.
The judges will nominate entries they think deserve to be considered for these Awards.
Grand Prix
The Uncovered
Ahmini
Wunderman Thompson Tunis, Ahmini
Tunisie Telecom
Tunisia
Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.
It used its (literally) direct line to them to offer social coverage via their phones, putting right in their hands a simplified way to claim the social security benefits to which they are entitled.
After six weeks, the number registered had grown by 18%, giving 10,000 more women security for life.
Gold
Art Gap
Standard Chartered Bank (SCB)
TBWA\RAAD
Standard Chartered
United Arab Emirates
Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.
Launching Local Chicken
KFC
TBWA\RAAD
Yum!
Saudi Arabia
KFC used a TV, social media and outdoor campaign to publicise its use of fresh Saudi chicken in order to appeal to national pride and boost sales in Saudi Arabia.
The Fair Telco Company
Jawwy
FP7 McCann Dubai, FP7 McCann Riyadh
STC
Saudi Arabia
Jawwy used entertaining video content to resonate with Saudi youth, driving short-term sales and long-term brand building.
Silver
The Gift of Mom
Babyshop
FP7 McCann Dubai
Landmark Group
United Arab Emirates
Blood Unity
Donner Sang Compter (DSC)
FP7 McCann Dubai
Donner Sang Compter (DSC)
Lebanon
Every Step Counts
Emirates NBD
FP7 McCann Dubai
Emirates NBD
United Arab Emirates
Who said men don't cry?
Burger King
Wunderman Thompson KSA
Burger King
Saudi Arabia
Bronze
The Ramadan campaign that didn't launch during Ramadan
Jawwy
FP7 McCann Dubai, FP7 McCann Riyadh
STC
Saudi Arabia
Hekaya – Family Talk.
Etisalat Misr
FP7 McCann Cairo
Etisalat Misr
Egypt
As far as we go
Almosafer
FP7 McCann Dubai
Seera Group
Saudi Arabia
Post-Credit Wash
OMO
TBWA\RAAD
Unilever
Lebanon
Conquer Everywhere
Nissan Patrol
TBWA\RAAD
Nissan
Middle East & North Africa (general region)
Making meal-time fun time
Puck
FP7 McCann Dubai
Arla Foods
Saudi Arabia, United Arab Emirates
Burjer Kinj
Burger King
Wunderman Thompson KSA
Burger King
Saudi Arabia
Inspire What's Next
Emirates NBD
FP7 McCann Dubai
Emirates NBD
United Arab Emirates
Shortlist
What are we allowing?
Saudi Telecom Company
Wunderman Thompson KSA
Saudi Telecom Company
Saudi Arabia
Making this place their home
Beit Al Baraka
FP7 McCann Beirut, FP7 McCann Dubai
Beit Al Baraka
Lebanon
unspoken, uae
Lighthouse Centre for Wellbeing
McCann Health Dubai, FP7 McCann Dubai
Lighthouse Centre for Wellbeing
United Arab Emirates
Repurposed Meals
Puck
FP7 McCann Dubai
Arla Foods
Middle East & North Africa (general region)
2020 Judges
A judging panel of industry experts, chaired by Tarek El Kady, Senior Marketing Director, McDonald’s Middle East & Africa, read the entries.
In an unrelenting fast-paced landscape, where change is the new norm, creativity alone doesn’t cut it. Today brands must harness the power of data without losing sight of consumer centricity.
Senior Marketing Director, McDonald’s Middle East & Africa
Insights & Inspiration
Previous winners
Sixteen case studies won at the 2019 competition, with Uber: Uber Legends, through FP7 McCann Dubai, taking the Grand Prix.
Uber increased rider loyalty and attracted new customers in the UAE by identifying insights about different riders by analysing trip data and converting them into branded content that celebrated the riders.
The campaign delivered a sales and revenue ROI of 2.7:1 and an ROI figure of 5.5:1 in terms of the value of exposure or coverage.
