Music & sound

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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.

Cheetos: Can't Touch This

Case Study • Cannes Creative Lions, Grand Prix, Creative Strategy Lion, 2021

Cheetos, a brand of corn puff snack, disrupted the popcorn category and drove household penetration with its new product Cheetos Popcorn.

What's working in audio 2021

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in audio.

The Danish Safety Technology Authority: New Year's again

Case Study • SABRE Awards, EMEA, Gold, 2021

The Danish Safety Technology Authority, a government agency, encouraged people to stay safe while enjoying fireworks on New Year's Eve in Denmark.

Globalworth: Sound Codes of Romania

Case Study • SABRE Awards, EMEA, Gold, 2021

Globalworth, a real estate company, encouraged millennials in Romania to engage with Romanian national identity with its Sound Codes of Romania campaign.

IKEA: Ciao 2020

Case Study • SABRE Awards, EMEA, Gold, 2021

IKEA, a flat-pack furniture brand, launched a therapeutic Christmas campaign for its employees in Spain to see off the year 2020.

Nissan: Leaf Dream Drive

Case Study • SABRE Awards, EMEA, Gold, 2021

Nissan, an automobile brand, launched an album to position its electric vehicle (EV), the Nissan LEAF, as the ideal vessel with which to lull to sleep a child.

Wray & Nephew x Kano

Case Study • SABRE Awards, EMEA, Gold, 2021

Wray & Nephew, a rum brand, increased sales in the UK by hosting a live music event with the British-Jamaican musician Kano.

Ear we go: The audio-branding opportunity

Opinion • Charles Vallance, July 2021

Nearly 15 years after the invention of the smartphone, we may have reached our peak screen threshold, writes VCCP’s Charles Vallance.

How Alienware unleashed more users beyond the gamer niche

Case Study • DZ (多准）, WARC Cases, June 2021

Alienware, a computer hardware subsidiary of Dell, increased its number of high-spend customers by using data analysis to identify and define the characteristics of four target segments.

Sonic strategies in marketing: Are they seeing a resurgence?

Article • Mukta Lad, Event Reports, Marketing Influence 360 Conference, April 2021

Companies such as Mastercard, Petronas and SIA have leveraged music to create a brand identity, demonstrating that sound can sometimes be more important than video for marketers and brands to use in their marketing journey.

GMC: The legacy of verse

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

American SUV, the Yukon, tapped into the heritage of Arab poetry to establish an emotional bridge with motorists in the Middle East.

Babyshop: Our heartbeats

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Children's retailer Babyshop took the national anthem to heart, literally, to boost consideration and gain relevance in the UAE.

An-Nahar: The new National Anthem Edition

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

Arabic-language daily newspaper An-Nahar reworded the national anthem to encourage positive action and raise its profile in Lebanon.

Emirates NBD Saudi Arabia: The man who never got anything back

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Bronze, 2021

Banking brand Emirates NBD created uplifting branded content to raise awareness and encourage take-up of its Mazeed cashback credit card in Saudi Arabia.

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