WARC Prize for MENA Strategy
Welcome to the fifth year of the WARC Prize for MENA Strategy – a search for the best strategic thinking from the region’s marketing industry.
Grand Prix
Shift+K+F+C
KFC Arabia
TBWA\RAAD
Yum! Brands
Middle East & North Africa (general region)
KFC went beyond the norm of giveaways and sponsorships to tap into the gaming culture and lift sales in Saudi Arabia.
Shift+K+F+C was a cheat code programmed directly into KFC's e-commerce website to shortcut ordering to just a press of four keyboard buttons – delivering a secret menu item – and it was promoted solely through Twitch and gaming influencers.
Online sales increased and website traffic and new users also jumped.
Gold
A dad's job
Home Centre
FP7 McCann Dubai
Landmark Group
Middle East & North Africa (general region)
Home Centre bravely tackled a cultural taboo to transform conventional Father's Day communications in the Middle East.
Rooftop farms
Knorr
FP7 McCann Cairo
Unilever
Egypt
Knorr's Rooftop Farms made a lasting impact on the hunger crisis by empowering those living in poverty in Egyptian cities to grow their own food.
The Doppelganger
Burger King
Wunderman Thompson KSA
Restaurant Brands International
Saudi Arabia
Burger King called on a cast of celebrity doppelgangers to launch its repackaged value items and increase sales in Saudi Arabia.
Silver
Pay Cut Whopper
Burger King
Wunderman Thompson Dubai
Restaurant Brands International
United Arab Emirates
Noise-o-Meter
Bose
Wunderman Thompson Dubai
Bose
Middle East & North Africa (general region)
Thank You Russia
LADA
TBWA\RAAD
Renault
Lebanon
Mars shot
Emirates Nation Brand
FP7 McCann Dubai
Government of United Arab Emirates
United Arab Emirates
Bronze
Stories of Mecca
Almosafer
FP7 McCann Riyadh
Seera Group
Middle East & North Africa (general region)
Dream Number
Lotto Libanais
Impact BBDO
LLDJ
Lebanon
The new National Anthem Edition
An-Nahar
Impact BBDO, OMD
An-Nahar
Lebanon
The man who never got anything back
Emirates NBD Saudi Arabia
Momentum Riyadh
Emirates NBD
Saudi Arabia
Neb Adventures
AstraZeneca
McCann Health Dubai, FP7 McCann Dubai
AstraZeneca
United Arab Emirates
A journey across Tunisia
Diari
FP7 McCann Tunis, FP7 McCann Dubai
Diari
Tunisia
Shortlist
Astronomical Sales
Mastercard
FP7 McCann Dubai
Mastercard
United Arab Emirates
Pop Up Books
WHSmith
FP7 McCann Dubai
WHSmith
United Arab Emirates
The legacy of verse
GMC
FP7 McCann Dubai
GMC
Middle East & North Africa (general region)
Our heartbeats
Babyshop
FP7 McCann Dubai
Landmark Group
United Arab Emirates
Fuel Their Dreams
Puck
FP7 McCann Dubai
Arla Foods
Middle East & North Africa (general region)
Martian Stamp
The UAE Government Media Office
TBWA\RAAD
Government of United Arab Emirates
United Arab Emirates
#LoveLocal
TBWA\RAAD
Facebook Arabia
Lebanon, Jordan, Egypt
2021 Judges
A judging panel of industry experts, chaired by Peter DeBenedictis, Chief Marketing Officer, Middle East and Africa, Microsoft, will be reading the entries.
The ability to combine the art and science of marketing is one of many new challenges facing marketers today, and strategic thinking plays a key role in it. The WARC Prize for MENA Strategy leaves 'marketing for marketing’s sake' to the side to shine a spotlight on effective work the industry can draw inspiration from.
Chief Marketing Officer, Middle East and Africa, Microsoft
Key Dates 2021
Call for Entries |
The MENA Strategy Prize is open for entries from |
1st Feb 2021 |
Deadline |
Enter your case study for the 2021 Awards |
28th April 2021 |
Shortlist |
Shortlisted campaigns will be announced |
30th June 2021 |
Winners |
The winning campaigns from the shortlist will be announced |
4th August 2021 |
About
The Prize will open for entries again in 2022.
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. To reflect this intent, this year we have introduced two new Special Awards that speak to some of marketers’ most pressing challenges: The Long-Term Strategy Award and The Pivot to Digital Award.
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.
The Prize is free to enter and is open to clients and agencies in any marketing discipline and will follow a Grand Prix / Gold / Silver / Bronze system. The jury will also nominate winners of the Special Awards that recognise specific areas of excellence.
The deadline for entries was 5pm GMT 28 April 2021.
Why enter?
- Free to enter
- All winning entries will be published and promoted on warc.com
- Grow your personal and company reputation within the industry
- Open to subscribers and non-subscribers of WARC
How to enter
- Read the entry kit
- Download the entry form
- The Prize will open for entries again in 2022.
Special Awards
The Research Excellence Award
For the best use of research in the development of strategic ideas.
The Long-Term Strategy Award
For the best strategy designed to build a long-term brand platform, executed over a period of three years or more.
The Pivot to Digital Award
For the best example of a brand digitising its products or services.
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.
Insights & Inspiration
Previous winners
There were 16 winning case studies in the 2020 competition, with Ahmini: The Uncovered, through Wunderman Thompson Tunis, Ahmini, taking the Grand Prix.
Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.
After six weeks, the number registered had grown by 18%, giving 10,000 more women security for life.
