WARC has released its second MENA Strategy Report, examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2018.
Lucy Aitken, Managing Editor, Case Studies, WARC, comments: “Based on an in-depth analysis of the results of this year’s WARC Prize for MENA Strategy, we are able to put the thinking behind the campaigns into context to establish how the best strategic ideas are responding to consumer needs and growing brands in the Middle East and North Africa.”
According to WARC’s MENA Strategy Report 2018, disruption is what drives growth in MENA, as this year’s winners demonstrated breakthrough thinking in sectors that are ripe for disruption. Whether it was Grand Prix-winning auto brand Nissan developing a new unit of measurement that was relevant to the region or a food brand encouraging families to be more conscious of waste around Ramadan, the campaigns that were successful showed how changing the conversation can be a powerful strategic statement.
The report also notes it is impossible to ignore gender equality as an issue among the winners of this year’s MENA Prize. While many campaigns have aimed to show their support for women, what was different about campaigns such as Nissan’s #SheDrives and Puck’s Cook with Her, was how they also targeted men, encouraging them to take an active role in progress and equality.
Another finding is that powerful local insights unlock brand growth. Winning campaigns from local brands showed the power and significance of local insights leading to a strong strategic idea. Two campaigns from Lebanon demonstrated this: one understood and empathised with the country’s slow internet connection, while another tapped into the national pride felt by Lebanese living overseas.
While the true value of influencers continues to be widely debated across the industry, this year’s winning entries offered some tangible examples of how influencers can be invaluable in brands’ quest for transformation.
EGBank’s The Chronicles of Oufa radically altered how young Egyptians perceived the financial services brand identifying with the infantilised Oufa. Meanwhile, STC’s HouseWiFis were relatable characters that got Saudi mothers on side with the telco’s broadband offering. These everyday influencers are playing an important role at a time of rapid change in the region.
A summary of the MENA Strategy Report 2018 is available here. The report in full is available to WARC subscribers on WARC.com.
