#SaveStevesJob could very well be the first marketing strategy of its kind in the UAE. Rather than directly promote a product, the campaign turned the spotlight on the actual person behind it- Steve Worobec. Steve is responsible for the marketing of Insydo, a startup online guide to Dubai, and is calling on the city to use the service in order to #SaveStevesJob. As the website reveals, “he’s pumped half his budget into … Continue reading #SaveStevesJob, Dubai newest “initiative”
It remains unclear what exactly drove KSA users to ask for Mecca to be a featured story on Snapchat for Laylat Al Qadr. On July 8th, local users turned to Twitter with an outpour of tweets asking the platform to show Mecca on the holy night and share how Muslims from all over the world come together in prayer, peacefully. Continue reading Did the Saudi Youth Anticipate the Reactions To Mecca’s Snapchat Feature?
Coca-Cola MENA took a bold stance this Ramadan and broke free from the typical CSR campaigns that flood social media during the Holy Month. In the UAE and in Egypt, the soda giant set new marketing heights for what can be achieved in the region. Both activations fall in line with the brand’s global campaign “Let’s Take an Extra Second”, encouraging people to see beyond stereotypes. … Continue reading Coca-Cola Just Removed Their Label. And Their Media.
Axe’s target audience is crystal clear: man, single, wants girl. The brand positioning leaves no room for doubt either: Axe gets you the ladies. In Egypt, the concept was successfully taken one step further to support the launch of the product’s new look. The creative direction of the marketing campaign is best pegged by its hash tag تطور_التظبيط#, or in English the evolution of hooking up. In a catchy tune, Axe … Continue reading 21st Century “Tazbeet”? Axe Egypt’s Got You.
Powered by YouTube, the Dubai Lynx 7-Day Brief competition is exactly that: a seven day challenge. Aspiring filmmakers of the MENA region are given a one week notice to create a video raising awareness for a global NGO. Announced on January 14th 2015, this year’s brief is in collaboration with UN WOMEN, the UN’s organization for gender equality. Deadline for submission is January 21st at … Continue reading Dubai Lynx & YouTube Reveal 7-Day Brief Competition
In celebration of #MyDubai’s first birthday on January 5th 2015, the city’s storytellers will be able to see their images and videos displayed on a 19.5m x 19.5m LED screen set near Burj Khalifa for the duration of the month. The content will be pulled from the official Instagram account @MyDubai, referred to as the initiative’s e-museum, which has been actively sharing posts from the community … Continue reading #MyDubai, Now A New Icon For The City
With the World Cup drawing near, brands from all over the world are pulling out their big guns. For the time being the biggest players in the Middle East are Lays Arabia and Chipsy, its local representative in Egypt, with their Flavors Cup campaign. The two teamed up to set the first truly regional social campaign in the Middle East. It is also the first campaign of … Continue reading Lays Arabia & Chipsy: The First Regional Social Campaign. Ever.
Dubai woke up a little late to Coca Cola’s Hello Happiness video, but when it did finally rise and shine the clip went viral while the feedback split into two strong camps. Genuine CSR or sleazy marketing to further Coke’s brand image? The video, created by Y&R Dubai, shows how Coke helped laborers get in touch with their families by using cola caps as currency for 3 minute international calls … Continue reading The viral Coca Cola Video that sparked a debate – Hello Happiness
Emirates airline joined Twitter as @Emirates on March 26th 2014. They worked with a strong exposure plan relying on welcome tweets from partnership clubs like AC Milan, Arsenal and Hamburger SV and a consistent approach to fan interaction. The account amassed 40K followers in 10 days, and to a verified account, but the big bang was the release of the #AllTimeGreats advert using their recent Global Ambassadors Pelé and … Continue reading #AllTimeGreats – Pelé and Cristiano Ronaldo in Emirates Airline Advert
We’ve all heard the whispered rumors about how social media can be used for public interest rather than professional stalking -gasp!- but 2 Dubai ladies made it happen. They managed to use Twitter for a bigger cause than: “I am hungry haha #hunger #boredom #food #eat #banana #pointlesshashtag” These 2 local women, offended by what they considered revealing outfits at the mall, decided to start … Continue reading #UAEDressCode – Born from Clothes, UAE culture, and Twitter