An analysis of the results of this year’s WARC Prize for MENA Strategy reveals key takeaways for the region’s marketers looking for growth opportunities, from finding niche audiences in smaller markets to developing more resonant touchpoints.
“As certain MENA markets are already enduring their second wave of COVID-19 and several continue to be buffeted by economic recession, identifying new strategies for growth is vital for brands,” says Lucy Aitken, Managing Editor, Case Studies at WARC.
“In this report, we’ve identified new approaches that this year’s winners have incorporated in their campaigns that can help brands to build strong strategic frameworks that have growth baked in.”
The four key takeaways highlighted in WARC’s 2020 MENA Strategy Report are:
1. Target the frontier markets
Pragmatic solutions that help specific communities in MENA’s frontier markets can be instrumental in driving growth. Empowering marginalised communities, particularly within the region’s smaller markets, can be an effective way to brand-build.
This year’s Grand Prix-winning initiative from Tunisie Telecom helped female farmers access social security via their handsets. The technological innovation instigated by the campaign set the precedent for a new digital government vision.
Melek Ourir, Strategic Planner at Wunderman Thompson Tunisia, advises: “Resist the temptation to ignore smaller markets and audiences that could unlock significant growth for your business.”
2. Unconventional touchpoints can underpin strategy
Identifying new, creative touchpoints strengthens strategy, resonating with or delighting audiences.
Three standout campaigns addressed consumer challenges and were not constrained by where the brands were traditionally ‘allowed’ to be present: clothing retailer Babyshop promoted the long-term health of mothers; cheese brand Puck reclaimed share at breakfast and lunch; and NGO Donner Sang Compter encouraged those who spill their own blood onto the streets in the tradition of Ashura to donate it instead.
Admiring the risks and the rulebreakers among this year’s winners that explored new touchpoints, judge Sunjay Malik, Associate Director, Strategy at PHD UAE, says: “Media mixes are rulebooks that we set ourselves, which over time make us less imaginative and less brave. Long live the rulebreakers, who in challenging themselves inspire us to be better.”
3. Humour: a strategic shortcut to likeability
Making people laugh is one of the most powerful ways to connect and can make your brand distinct from the competition.
Winning brands that used humour include Burger King, which launched a new spicy menu with its Who Said Men Don’t Cry campaign; telco Jawwy, which used entertaining video content to resonate with Saudi youth; and Egyptian telco Etisalat crafting a comic campaign to win customers over to its hybrid offer.
Jury member Shagorika Heryani, Head of Strategy at Grey MENA, says: “There’s always a place for humour – even during a crisis. Smart brands understand the relationship between humour and humanity. Companies know that we buy from brands and people we like. And humour is a shortcut to likeability and authenticity.”
4. Localise to resonate
This year’s winners are a treasure trove of local insight, proving how time invested upfront to unearth strong local insights tends to pay dividends in terms of a robust strategy.
Best-in-class examples include: KFC in Saudi Arabia, which communicated its commitment to locally-sourced chicken by turning all of its brand assets green – the colour of the Kingdom’s flag; and Grand Prix winner Tunisie Telecom, which devised a programme to offer social welfare coverage to female farmers.
WARC’s 2020 MENA Strategy Report can be downloaded here. The full report is available to WARC subscribers and includes chapter analysis of the four themes with views and opinions from the judges; objectives, results and takeaways of the winning case studies, and what these mean for brands, media owners and agencies; and data analysis.
WARC’s Lucy Aitken will deep-dive into using humour as a successful marketing strategy at Lynx Live on 5-7 October in her keynote ‘Humour: the smart shortcut to brand fame’.
The WARC Prize for MENA Strategy is a free-to-enter annual case study competition in search of the best strategic thinking from MENA’s marketing industry. Next year’s prize will open for entries in January 2021.
reports how Google launches hieroglyphics translator powered by AI. It is like another instant messaging application that though set in Ancient Egyptian times can do more than messaging.
Google launches hieroglyphics translator powered by AI by SSN – July 16, 2020
Google has launched a hieroglyphics translator that makes use of machine studying to decode historic Egyptian language.
The function has been added to its Arts & Tradition app. It additionally permits customers to translate their very own phrases and emojis into shareable hieroglyphs.
Google says Fabricius is the primary such instrument to be educated by way of machine studying “to make sense of what a hieroglyph is”.
In idea, it ought to enhance over time as extra individuals use it.
A desktop model of Fabricius can be being provided to skilled Egyptologists, anthropologists and historians, to help their analysis.
One knowledgeable welcomed the initiative however mentioned its “grand claims” wanted to be considered in context.
“Whereas spectacular, it isn’t but on the level the place it replaces the necessity for a extremely educated knowledgeable in studying historic inscriptions,” mentioned Dr Roland Enmarch, a senior lecturer in Egyptology, on the College of Liverpool.
“There stay some very huge obstacles to studying hieroglyphs, as a result of they’re handcrafted and fluctuate enormously over time in degree of pictorial element and between particular person carvers/painters.
“Nonetheless, this can be a step on the street.”
The software program’s Workbench instrument permits the person to add images of actual hieroglyphs discovered on artefacts and digitally improve the photographs to raised analyse the symbols.
Picture copyright GooglePicture caption
The Workbench function permits customers to hint hieroglyphs to assist the software program distinguish them
Customers can hint the outlines of hieroglyphics, which the software program then tries to match up with related symbols in its database – permitting them to seek for completely different meanings and try to decipher findings.
The instrument works by analysing historic data and definitions of the language.
However Google hopes it will possibly construct up a extra intensive database as individuals add to the system.
Researchers can even annotate and retouch pale symbols in Workbench, which Google hopes will result in new historic findings.
The instrument was created in collaboration with the Australian Middle for Egyptology, at Macquarie College, Psycle Interactive, Ubisoft and Egyptologists from world wide.
“Digitising textual materials that was up till now solely in handwritten books will utterly revolutionise how Egyptologists do enterprise,” Dr Alex Woods, from the Australian Centre for Egyptology, mentioned.
“Digitised and annotated texts may probably assist us to reconstruct damaged texts on the partitions and even to find texts we did not know had been there.”
The software program’s launch coincides with the anniversary of the invention of the Rosetta stone, which first enabled specialists to be taught to learn Egyptian hieroglyphs.
For many publishers in the Middle East region, Nabd – the largest personalized Arabic news aggregator – has become the number one source of referrals to their portals, exceeding Social Media networks, as a traffic source.
“In BBC Arabic, we consider our partnership with Nabd to be the most valuable and important of all our digital partnerships. This reflects the growing importance of news aggregators and the position of Nabd as a market leader. Our partnership with Nabd has enabled us to widen our reach and gain a new perspective of our audience needs”, says Mohamed Yehia, Head of daily output at BBC.
In its efforts to support its partners, the local, regional and international publishers, Nabd has launched a dedicated portal for publishers, enabling them to obtain and analyze detailed insights about their content, engagement, and users in Nabd.
“NABD is one of the top sources of traffic for RT Arabic. During the last 3 months NABD replaced Twitter as the second-best source of traffic from social media to the website”, says Maya Manna, Editor-in-Chief at RT Arabic.
Today, Nabd is considered by over 1,000 premium Arabic publishers, as a corner stone in their content distribution strategy, since it enables them to reach and tap into a massive audience, and continuously engage with them.
“We extremely value and enjoy our strategic partnerships with publisher partners. Such partnerships have empowered us to achieve our mission of supporting quality journalism in our region, and delivering relevant premium Arabic content for the Arabic audience globally”, says Mazen Singer, Chief Strategy Officer at Nabd.
Nabd is a Personalized Arabic Content Reader, enabling Arab users across the globe to stay up-to-date with their favorite topics on the go. Today, Nabd reaches over 20 million users, generating over 1.6 billion page views every quarter, making it the biggest Arabic app globally. It is currently available for iPhone, iPad, and Android devices.
The UK Labour Party is promising to provide free broadband internet to every British household by 2030 if it wins the 2019 election. To do this, the party would nationalise the broadband infrastructure business of BT and tax internet giants like Google and Facebook. Whatever you think of this plan, it at least reflects that the internet has become not only an essential utility for conducting daily life, but also crucial for exercising our political rights.
In fact, I recently published research that shows why internet access should be considered a human right and a universal entitlement. And for that reason, it ought to be provided free to those who can’t afford it, not just in the UK, but around the world.
Internet access is today necessary for leading a minimally decent life, which doesn’t just mean survival but rather includes political rights that allow us to influence the rules that shape our lives and hold authorities accountable. That is why rights such as free speech, free association, and free information are among the central rights included in the UN’s Universal Declaration of Human Rights. And, crucially, everyone needs to have roughly equal opportunities to exercise their political rights.
Before the internet, most people in democracies had roughly equal opportunities to exercise their political rights. They could vote, write to newspapers or their political representative, attend public meetings and join organisations.
But when some people gained internet access, their opportunities to exercise political rights became much greater compared to those without the internet. They could publish their views online for potentially millions of people to see, join forces with other people without having to physically attend regular meetings, and obtain a wealth of previously inaccessible political information.
Today, a large proportion of our political debates take place online, so in some ways our political rights can only be exercised via the internet. This means internet access is required for people to have roughly equal opportunities to make use of their political freedoms, and why we should recognise internet access as a human right.
As a human right, internet access should be “free” in two ways. First, it should be unmonitored, uncensored, and uninterrupted – as the UN’s General Assembly has demanded in a non-binding resolution in 2016. Second, governments should guarantee a minimally decent infrastructure that is available to all citizens no matter how much money they have. This means funding for internet access should be part of minimum welfare benefits, provided without charge to those who can’t afford to pay for it, just like legal counsel. (This is already the case in Germany.)
A political goal
In developing countries, digital infrastructure reaching everyone might be too expensive to guarantee immediately. But with the required technology becoming cheaper (more people on the planet have access to a web-capable phone than have access to clean water and a toilet), universal access could first be guaranteed via free wifi in public places. Supply can start off in a basic way and grow over time.
Should everyone in Britain have free broadband in their homes? There are many good reasons to provide the best possible internet access to everyone, such as increasing economic productivity, sharing prosperity more evenly across the country, or promoting opportunities for social engagement and civic participation. And, as such, free broadband for all may be a worthy political goal.
But what is most important is ensuring that everyone has the kind of internet access required for roughly equal opportunities to use their political freedoms. Guaranteed internet access should be considered a human right in our virtual world, whoever ultimately pays the bills.
Mark Anthony Karam in an October 21, 2019, article that is a response to his “Does micro-mobility have a place in the GCC?” elaborates on possibilities of moving around obviously the plush urban centres of the GCC. But only during certain times of the year unless a personalised Air Conditioning apparatus is provided with the ‘cyacle’. The image above is credit to The National.ae .
With the rest of the world continues to see the micro-mobility sector enjoy growing success, could we see a similar success in the GCC?
Micro mobility was an ideal solution to the last-mile issue in countries like China or the US
The GCC might not be as ideal for a replicated success
There are several factors today that pose obstacles impeding its growth
Micro mobility, which involves light-weighted means of transportation like electric scooters and bikes for short trips, usually in urban areas, has continued to grow internationally. Countries like China, the United States and many EU nations are finding great success with this novel sector, which builds on many of the concepts of the sharing economy that innovators like Uber brought into the mainstream.
Lime and Bird, US rivals in the sector, reached unicorn status in a handful of years each since their founding. One of the reasons for their sudden success is that they solved the long-standing last-mile issue, capitalizing on a neglected market gap.
The GCC goes mobile Today in the GCC, some are attempting to solve this last-mile problem as well. Earlier this year, Careem announced that it had acquired Abu Dhabi bikeshare startup Cyacle, which would add a micro-mobility offering to their services. Launched in December 2014, Cyacle is a fully-automated docked bike-share service currently operating in Abu Dhabi. Stations run 24-hours a day via an app, a touch screen kiosk and docking system that releases bikes using a ride code or a member key.
At the time, Careem had also announced that it was partnering with Dubai’s Roads and Transport Authority (RTA) to install 350 bike docking stations across the Emirates, where citizens would have access to 3,500 bicycles to bike share.
Another firm, Dubai-based Arnab Mobility, is also providing a similar service.
“Global cities are currently trying to find solutions to the global warming problems mainly caused by fossil fuel vehicles,” Dr. Dheeraj Bhardwaj, Group CEO of Arnab Mobility, tells Gulf News. He ponders an age-old question: “Also, city inhabitants and visitors struggle with first/last mile transportation, congestion and expenses. How efficient is it for a one-ton hulk of metal to take one person two to three miles? Conventional transportation systems are currently insufficient with people dealing daily with traffic, a lack of parking spaces, as well as long walks from bus stops and metro stations.”
Yet, while these solutions offer a service on par with international counterparts, it is important to remember the financial, cultural, and climate situation of the region.
Firstly, it is important to remember that the GCC region is known for its oil-derived wealth, with many nationals owning multiple vehicles and often employing personal drivers to help family members commute. Secondly, travel distances for major outings are already quite short.
“With urbanization on the rise, the majority of trips people take fall within the category of micro-mobility and thus are prime candidates for bike and scooter usage. In the US, for instance, roughly 60% of all trips are 5 miles or less,” CBinsights explains.
One of the reasons micro-mobility solutions are so attractive abroad is because of their perceived value for the service provided. Instead of paying a whopping fee for a taxi get you across 4 city blocks in New York, a US citizen would opt to rent a Lime scooter for a fraction of the cost. In the GCC, with its small-sized nations, large roads and affordable taxi services, this is not yet a problem. The countries in the region, save for Saudi Arabia, are sometimes comparable to entire Western cities in size. Bahrain, for example, has an area of 765.3 km², which is half the size of London (1,572 km²).
Therefore, from a financial and spatial perspective, micro-mobility services might struggle.
Then arises the issue of culture perceptions. While women have been driving for more than a year now in Saudi Arabia for example, breaking gender bias and perception is still an ongoing challenge. The country is certainly moving towards progress, but micro-mobility firms will have to consider this nonetheless. Also, consider that environmental awareness and consideration only just recently began to receive mass attention in the region in the past few years. Getting people to opt for bikes over a more convenient car ride will still prove a struggle.
Finally, and perhaps the most glaring of the issues plaguing micro-mobility companies in the region, is the climate and weather. The GCC is infamous for its scorching desert sun and sweltering heat. While public transportation like the Dubai metro or public buses offer some reprieve from the heat with their AC units, an e-scooter or bike doesn’t. When it’s 50 degrees Celsius outside and you need to just get home after a long day at work, a taxi or Uber, even for the higher fee, will prove the go-to choice. That remains the sector’s greatest obstacle. How it addresses it is still in question.
Mark Anthony Karam has 4 years of experience in the field of visual and written media, having earned his Masters degree from the UK. You can get in touch with him here: email@example.com
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