Saudi Arabia leads shortlist for WARC Prize for MENA Strategy 2020

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Updated 09 July 2020

Saudi Arabia leads shortlist for WARC Prize for MENA Strategy 2020

WARC has announced the shortlist for this year’s WARC Prize for MENA Strategy 2020.

Twenty case studies spanning a range of product categories have been shortlisted for the prize, including Etisalat Misr in Egypt, Donner Sang Compter in Lebanon and the Saudi Telecom Co (STC).

Saudi Arabia leads with seven country-specific campaigns shortlisted. Three of them are by Wunderman Thompson KSA, three by FP7 McCann (Dubai and Riyadh offices) and one by TBWA\RAAD.

The UAE follows with five campaigns, Lebanon with three, and Egypt and Tunisia with one each.

Three of the shortlisted papers are for campaigns that ran in more than one country in the region.

The WARC Prize for MENA Strategy was launched four years ago with the aim of spurring strategic thinkers across the region by generating a collection of work that will inspire them to create breakthrough thinking for their clients.

“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,” WARC said in a statement.

“Entrants will be expected to show a link between their strategies and the results of the marketing activity.”

The competition is free to enter and has a $10,000 prize fund to be distributed between the winners of the Grand Prix and three Special Awards. The winners will be announced on Aug. 5.

Commenting on the shortlist, jury chair Tarek El-Kady, Senior Marketing Director, McDonald's Middle East & Africa, said:

“This year’s MENA prize shortlist showcases some of the very best strategic thinking in the region that embraces the changes the industry is witnessing and has led to tangible business growth,” said Tarek El-Kady, jury chair and senior marketing director for McDonald’s Middle East & Africa.

 

The shortlisted entries are:

Campaign: Art Gap

Brand: Standard Chartered Bank (SCB)

Agency: TBWA\RAAD

Country: UAE
 

Campaign: The Uncovered

Brand: Ahmini (Tunisie Telecom)

Agency: Wunderman Thompson Tunis, Ahmini

Country: Tunisia
 

Campaign: Who Said Men Don’t Cry?

Brand: Burger King

Agency: Wunderman Thompson KSA 

Country: Saudi Arabia

 

Campaign: Burjer Kinj

Brand: Burger King

Agency: Wunderman Thompson KSA

Country: Saudi Arabia

 

Campaign: Conquer Everywhere

Brand: Nissan Patrol, Nissan

Agency: TBWA\RAAD

Country: UAE, Kuwait, Oman, Qatar, Bahrain
 

Campaign: Post-Credit Wash

Brand: OMO, Unilever

Agency: TBWA\RAAD

Country: Lebanon
 

Campaign:  Launching Local Chicken

Brand: KFC, Yum!

Agency: TBWA\RAAD

Country: Saudi Arabia

 

Campaign:  What Are We Allowing?

Brand: STC

Agency: Wunderman Thompson KSA

Country: Saudi Arabia

 

Campaign: As Far As We Go

Brand: Almosafer

Agency: FP7 McCann Dubai

Country: Saudi Arabia

 

Campaign: The Gift of Mom

Client: Babyshop, Landmark Group

Agency: FP7 McCann Dubai

Country: UAE

 

Campaign: Blood Unity

Client: Donner Sang Compter (DSC)

Agency: FP7 McCann Dubai

Country: Lebanon

 

Campaign: Unspoken, UAE

Client: Lighthouse Centre for Wellbeing

Agency: McCann Health Dubai, FP7 McCann Dubai

Country: UAE

 

Campaign: Every Step Counts

Client: Emirates NBD

Agency: FP7 McCann Dubai

Country: UAE

 

Campaign: Inspire What’s Next

Client: Emirates NBD

Agency: FP7 McCann Dubai

Country: UAE

 

Campaign: Repurposed Meals

Client: Puck · Arla Foods

Agency: FP7 McCann Dubai

Country: Pan-Arab
 

Campaign: Making Meal-Time Fun Time

Client: Puck · Arla Foods

Agency: FP7 McCann Dubai

Country: Pan-Arab

 

Campaign: Making This Place Their Home

Client: Beit Al-Baraka

Agency: FP7 McCann Beirut, FP7 McCann Dubai

Country: Lebanon

 

Campaign: The Fair Telco Co.

Client: Jawwy, STC

Agency: FP7 McCann Dubai, FP7 McCann Riyadh

Country: Saudi Arabia

 

Campaign: The Ramadan Campaign That Didn’t Launch During Ramadan

Client:  Jawwy, STC

Agency: FP7 McCann Dubai, FP7 McCann Riyadh

Country: Saudi Arabia

 

Campaign: Hekaya — Family Talk

Client: Etisalat Misr

Agency: FP7 McCann Cairo

Country: Egypt


How brands are celebrating Saudi National Day

Updated 24 September 2020

How brands are celebrating Saudi National Day

RIYADH: The 90th Saudi National Day is one of pride and celebration not only for the people of the Kingdom – but brands too. From offering discounts, to musical playlists, and social media events, here’s how brands are joining in:

Amazon.sa

In celebration of National Day in Saudi Arabia, Amazon.sa is running a sale until Sept. 26 offering discounts of up to 70 percent. It represents the first National Day sale for Amazon.sa, which launched earlier in the year for customers in the Kingdom.

Careem

Careem KSA is celebrating by offering people getting engaged on its social media platform a chance to win gold bars and coins.

Twitter

With current circumstances changing the way people celebrate, and to mark the Kingdom’s 90th National Day, Twitter launched a 90-minute trivia quiz via its @TwitterMENA account in the region. The virtual celebration challenges people on their knowledge about the Kingdom, from historical moments and culinary arts, to hidden gems and sporting prowess.

Twitter teamed up with a series of Saudi experts, covering a wide range of sectors including travel, food, history, entertainment, education, and sports.

The experts, including Abdullah Al-Jumah (@AAlJumah), Abdul Aziz Alyami (@azeez000a), Dr. Bandar Alghamiz (@BAlghmaiz), Bader Al-Fouzan (@B_alfouzan), Malk Alsulaimy (@ARCH1993), and Abdulelah Alfares (@AbdulelahAlfars), also supported the campaign by sharing hints and insights about the topics.

In addition, Twitter has created an emoji of the Saudi flag that is triggered whenever the following hashtags are tweeted throughout the month of September: #SaudiNationalDay; #SaudiNationalDay2020; and #SaudiNationalDay90.

A dedicated event page in both Arabic and English will also be launched, providing people with real-time updates on activities, including videos and Moments (collections of tweets). The event page will be accessible through either the Twitter Explore section or on top of people’s timelines, for those who have already engaged with #SaudiNationalDay content on Twitter. Alternatively, people can find the page by searching Saudi National Day on Twitter.

Snapchat

To celebrate the 90th Saudi National Day, Snapchat’s official lens creator, Fahad Mutlaq, has created an anti-reflection (AR) lens that allows Snapchatters to celebrate the event even when physically apart, giving them the chance to share cool snaps while celebrating at home.

Abdulla Al-Hammadi, regional business lead at Snap Inc., said: “We are committed to bringing AR experiences to Snapchatters in the KSA. Given the exceptional times that the world is going through due to the COVID-19 pandemic, this lens comes to provide our community in Saudi Arabia with the chance to express their love for their country while they are celebrating National Day.”

Mutlaq said: “Creating an interactive lens that allows Snapchatters to celebrate this occasion from home, using the Kingdom’s official National Day slogan, colors, and logo, has been an absolute honor.

“By leveraging the power of AR, Snapchat has been bringing exceptional experiences to Snapchatters in the Kingdom, allowing them to create memorable, interactive moments on unique occasions such as the Saudi National Day.”

Emirates NBD

The 90th Saudi National Day comes amid a challenging year on all levels. Emirates NBD wanted this film to act as a thank you letter on behalf of all Saudis to those who have helped the Kingdom reach its 90th National Day safely – the heroes who have relentlessly and responsibly worked behind the scenes hand-in-hand with the government to ensure people’s safety, making the Kingdom a safe land full of blessings.

The film celebrates Saudi National Day through an emotional script, written in a poetic way and complemented by a musical score that goes along with a compilation of footage showing people and scenery from throughout the Kingdom.

Deezer

The global music streaming service Deezer launched a campaign called “Let’s sing for the homeland,” inviting all music fans to use a specially designed online feature to nominate songs that best express the love that people have for the Kingdom.

The final compilation of songs, unveiled on Saudi National Day under the banner “Saudi Flow: Le Noghani Lel Watan,” offers a unique musical experience created by music fans and curated by Deezer to celebrate the country. The campaign aims to bring the nation closer together through music.

Tarek Mounir, Deezer CEO for the Middle East, North Africa (MENA), and Turkey said: “We want every music fan to be able to celebrate their love for this beautiful and spirited country. We have imagined ‘Let’s sing for the homeland’ as a place where people can come together as one, united by music.

“Saudi Flow will reflect the nation’s musical DNA. I would like to invite everyone to join the online celebrations and create the nation’s first flow.”

Saudi Flow has been inspired by Deezer’s signature feature Flow, which is based on a proprietary algorithm and recommendations from its professional music editors. It offers an endless mix of old favorites and new recommendations in one ever-evolving stream.

While Deezer’s algorithm is responsible for presenting every listener’s personal preferences, the flow of a whole country should reflect the preferences of its people, but it is still supported by Deezer’s editors and technology.

Join the celebrations today and nominate your song by visiting http://nationaldayplaylist.com.

Ithra

As national identity remains resolute in the face of a global pandemic, Ithra, the King Abdul Aziz Center for World Culture, is proud to celebrate Saudi Arabia’s 90th National Day with a host of activities dedicated to the Kingdom’s culture.

Ithra’s National Day offering runs until Sept. 26 with events including exhibitions, family activities, storytelling, a game competition, Saudi cuisine, workshops, poetry, music, dance, and folk performances.

Highlights include the opening of the Kingdom of Cultures exhibit, which takes visitors through Saudi Arabia’s varied landscapes to meet its diverse people and experience its rich cultural legacy. It will run for 90 days.

Takya is a fine-dining experience featuring an innovative blend of authentic, fusion, and contemporary cuisine. There is also The Market, which brings creativity and design into Khobar with a reimagining of the central vegetable market in Al-Ulaya with an artist area, performances, and food trucks.

Al-Farabi band accompanied by Abeer Balubaid on piano and singer Ameen Farsi headline the music program, while Abdulatif bin Yousef presents poetry night.