Effectiveness

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Case Study • Dina El Dessouky, Yosr Khalifa, Salma Ezz, WARC Prize for MENA Strategy, Entrant, 2021

Dairy brand Danone chose relaunch as its route to growth in Egypt, creating a whole new brand to target the country's youth market.

Al Arabia: Be A Man

Case Study • Dany Azzi, Samar Abdelmalak, Sanjay Kumar, WARC Prize for MENA Strategy, Entrant, 2021

Al Arabia Outdoor Advertising ran a 360-degree campaign in Saudi Arabia to raise awareness of prostrate cancer and encourage men to go for regular preventative checks.

Home Box: Harnessing UAE’s cultural diversity to unbox Home Box

Case Study • Rohit Arora, Sagar Rege, Vijay Kumar, Puja Chatterjee, Abhijeet Choubal, WARC Prize for MENA Strategy, Entrant, 2021

Furniture retailer, Home Box, played to a cultural truth in a humorous way to grow sales in the UAE.

Mashreq Bank: Journey to happiness

Case Study • Asih Wulansari, Bilal Soomro, WARC Prize for MENA Strategy, Entrant, 2021

Mashreq, the bank, transitioned away from its traditional lead-generation customer acquisition model with an always-on digital campaign in the UAE.

Dettol: Fight to protect

Case Study • Tahaab Rais, Tina Sioufi, Hadi Khuzam, WARC Prize for MENA Strategy, Entrant, 2021

Dettol, the disinfectant and antiseptic brand, transformed the popular narrative from one of fear to one of confidence to gain share during COVID-19 in the Middle East.

Nescafé: Procrastination

Case Study • Dina El Dessouky, Yosr Khalifa, Salma Ezz, WARC Prize for MENA Strategy, Entrant, 2021

For the third year running, beverage brand Nescafe targeted university students in Egypt with an appealing multi-channel campaign to grow sales and take back share from its main local competitor.

Jawwy: The Fairness Show

Case Study • Mario Morby, WARC Prize for MENA Strategy, Entrant, 2021

Mobile telco brand Jawwy focused on fairness to increase brand equity and grow sales in the cluttered Saudi telecom category.

Evvoli: Talking Italian

Case Study • Mir Damoon Mir, David Yaghoobi, WARC Prize for MENA Strategy, Entrant, 2021

Italian home appliance brand, Evvoli, unconventionally avoided localising its creative approach to successfully launch in Iran.

Jacques Chirac School Group: Streamlining school admissions

Case Study • Safaa Lharti, El Mehdi Ben Lakdame, Mouna El Azim, Tawfik El Mernissi, WARC Prize for MENA Strategy, Entrant, 2021

Groupe Scolaire Jacques Chirac, the school, reimagined its admissions process to help parents and create preference in Morocco.

McCafé: Great coffee. Simple.

Case Study • Mario Morby, Tina Sioufi, WARC Prize for MENA Strategy, Entrant, 2021

Quick-service F&B brand McCafe harnessed the power of simplicity to find its place in a complex category in the overly saturated UAE market.

Snickers: Hunger Insurance

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Entrant, 2021

Chocolate bar brand Snickers unwrapped a multi-channel campaign to reignite interest and boost sales in the UAE.

STC Pay: The Contactless Eidiya

Case Study • Dana Alkutoubi, Dalal Kareem, WARC Prize for MENA Strategy, Entrant, 2021

Saudi Telecom Company promoted the contactless benefits of its stc pay fintech app to boost take-up while preserving an important tradition in KSA.

Toyota du Maroc: Reinventing the test drive for hybrid cars

Case Study • Hassan Rouissi, Safaa Lharti, El Mehdi Ben Lakdame, Imad Idder, WARC Prize for MENA Strategy, Entrant, 2021

Car manufacturer, Toyota, shifted local attitudes towards hybrid cars with its reinvention of the test drive in Morocco.

Sensodyne: Sensitivity-Free Food

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Entrant, 2021

Sensodyne, the toothpaste for sensitive teeth, engineered sensitivity-free food to highlight the effectiveness of its product in the UAE.

Saudi Telecom Company: Did you get 5G?

Case Study • Dana Alkutoubi, Dalal Kareem, WARC Prize for MENA Strategy, Entrant, 2021

Mobile operator stc turned educator with an online campaign that cut through the noise and increased 5G subscriptions in Saudi Arabia.

Moringa EMO: Forbidden Beauty

Case Study • David Yaghoobi, Mir Damoon Mir, WARC Prize for MENA Strategy, Entrant, 2021

Moringa EMO, the health and beauty product, successfully launched its new line into a turbulent local market in Iran.

Abu Dhabi: Do not disturb, currently on staycation #InAbuDhabi

Case Study • Angela Hundal, WARC Prize for MENA Strategy, Entrant, 2021

Government authority, The Department of Culture and Tourism, drew domestic travellers for an Abu Dhabi staycation with a data-driven campaign in UAE.

Three Ireland: The Connected Island

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2021

Three, a telco brand, launched its campaign The Connected Island to bring innovative networking and technology to the isolated Irish island of Arranmore and reverse over 150 years of emigration.

Canon: Truthmark

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

Canon, a camera brand, created a platform to combat the misuse and misinterpretation of photography in Denmark.

AbInbev: Contract For Change

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

Anheuser-Busch, a brewing company, assisted farmers in the USA to go organic with its long-term initiative Contract for Change.

APCL: Filled by Palsy

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

APCL, an NGO, trained cerebral palsy patients in Portugal to become certified public accountants (CPAs) that help the Portuguese with their taxes in exchange for a donation to APCL.

Ab Inbev/Guarana Antarctica: She Can

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

Guaraná Antarctica, a soft drink brand, sponsored the Brazilian Women's Football Championship and raised money for women's football academies in Brazil.

Interval House: Freedom Tampons

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

Interval House, a shelter for abused women and children, reached vulnerable women in Canada without their abuser's knowledge by putting key information on tampons.

The Big Issue & LinkedIn: Raising Profiles

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

The Big Issue, a street newspaper, and LinkedIn, a professional networking platform, collaborated in the UK to enable Big Issue vendors to regain their income online.

Child Focus: Porn Re-Enactment

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

Child Focus, a foundation that supports missing and sexually abused children, launched its Porn R-enactment campaign in Belgium to draw attention to child porn.

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 Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
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.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.