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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.

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.

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.

Lipton: Stay At Home

Case Study • MMA Smarties, Silver, MENA, 2020

Lipton, a tea brand, launched its Stay at Home YouTube campaign in Egypt to drive messaging around the impact of social distancing in society and highlighted the health benefits of green tea.

Dove: Amazon

Case Study • MMA Smarties, Gold, MENA, 2020

Dove, a personal care brand, boosted sales via Amazon on White Friday in the UAE.

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.

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.

RAKBANK: Memotraits - AI Brings Memories to Life

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, turned memories into tactile experiences for FC Barcelona fans in the UAE with its Memotraits campaign.

RAKBANK: Euphoria Moments

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, used AI to serve FC Barcelona fans in the UAE contextually targeted ads with its campaign Euphoria Moments.

Cisco: Cisco Live

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Cisco, a market-leading technology business, had to stream Cisco Live, it's flagship B2B regional event, across the APJC region due to the Covid-19 pandemic.

HP: Apollo, to the moon and back

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

In Europe, HP, an IT supplier, developed a new framework so that when RFPs were in play, prospects were already emotionally connected with the company's commercial and technical value.

ServiceNow: The Connected Customer Framework

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

ServiceNow, a global enterprise technology business, used a six-month campaign to increase its visibility within a non-IT audience in Europe.

Google: The One Google Project

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Google, a technology company, partnered with Zhihu to create a B2B and B2C knowledge bank for businesses in China that were adapting to the pandemic.

Symcor: Head-Snap 2.0.2.0

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Symcor, a provider of secure business process solutions supporting the digital transformation of Canada's largest institutions, wanted to increase market knowledge of the company's enhanced services in Canada.

The importance of artificial intelligence, analytics and automation in the customer experience journey

Article • Mukta Lad, Event Reports, Adobe Summit, April 2021

Artificial intelligence, analytics and automation are among the fundamental technologies that can give organisations the edge when it comes to enhancing customer experience.

Lexus: Small business drive

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

Paypal: A little data-driven empathy

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Online payments company, PayPal, inspired usage and drove awareness of its products with its Little Wins campaign in the UK.

New Zealand Government: Unite against COVID-19

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

The New Zealand Government created a multi-channel platform to reinforce the required public response and unite Kiwis in the fight against COVID-19.

Black & Abroad: Go back to Africa

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Travel and lifestyle company Black & Abroad created a provocative online campaign using the phrase 'Go back to Africa' to change perceptions among Black travellers in Canada and bolster the brand's position as a Black Travel Movement leader.

Ski-Doo: Escape Mountain

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Snowmobile brand, Ski-Doo, created a 45-minute documentary to build hype among winter sports enthusiasts and grow sales in USA and Canada.

Representus: The dictators address america

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Bi-partisan non-profit RepresentUS ran a social media campaign to encourage voter participation in the United States' 2020 election.

Etihad Airways: Meta-dynamic automation

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

ETIHAD, the airline, streamlined its formerly highly complex annual sale advertising across global markets with the Advanced Dynamic Engine (ADE) marketing automation tool.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about segmentation

Article • WARC Best Practice, May 2021

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.