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Campaign ME
6 days ago
- Entertainment
- Campaign ME
Private View by GymNation's Rory McEntee
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This review of our 'Works' from May is by Rory McEntee, Chief Marketing Officer, GymNation. talabat x Kitopi: See, Eat, Repeat! This campaign turned heads and taste buds with a classic combo: low friction, high visibility and irresistible pricing. AED 10 meals? That's not a promo, that's culinary clickbait. By blanketing Dubai with out of home (OOH), hijacking hunger with influencers and removing every barrier to trial, they didn't just sell meals, they hacked customer acquisition. Lesson: feed them cheap, feed them often and feed them everywhere. MG Egypt: Well Known, Even If Not Owned This did more than flaunt cars; it sparked love for a brand you might never own. By turning curiosity into admiration, they built brand equity through eye-catching ubiquity. The insight? People fall for aspirational visuals, even if their wallet isn't ready for the drive. Boutiqaat: Ya Hala Campaign This went full sitcom on the Ya Hala Festival, turning discount fever into comedy gold. The irreverent, locally-flavoured jokes broke through ad fatigue proving that humour + cultural resonance = mega shareability. Message learned: don't just promote sales to consumers. Make them laugh, make them feel seen and watch those metrics party like it's raffle night at The Avenues. RAM: RHO Airlines – The Shortest Flight This campaign brilliantly turned a product demo into a theatrical stunt, using humour and misdirection. By parodying the airline experience – right down to boarding passes – it elevated utility into entertainment. The real marketing insight? Consumers don't remember specs; they remember how you made them feel. RAM didn't just talk performance – it made audiences feel it, proving that emotional storytelling can drive product credibility without a single feature list. McDonald's Saudi: Menuless From a marketing standpoint, it was a masterclass in brand confidence, nostalgia and behavioural insight. By challenging choice overload with simplicity, McDonald's sparked viral engagement and reaffirmed its iconic status – not by adding, but by taking away. I'm lovin' it. By Rory McEntee, Chief Marketing Officer, GymNation.
Campaign ME
02-07-2025
- Entertainment
- Campaign ME
Private View by AKQA Dubai's Richa Rai
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This review of our 'Works' from May is by Richa Rai, Account Director, AKQA Dubai. talabat x Kitopi: See, Eat, Repeat! Kitopi's shift from a back-end cloud kitchen to a consumer-facing brand was done with clarity and simplicity. The 'See, Eat, Repeat' message was catchy and consistent, especially across OOH and influencer content. It made the offering easy to grasp and remember. One thing that could've added more value would be integrating QR codes or clearer digital extensions to bridge awareness with action. MG Egypt: Well Known, Even If Not Owned This campaign tapped into a culturally relevant insight – Egyptians love discussing cars, whether they own them or not. MG used that idea cleverly to build warmth and relatability. The humour felt organic, and the subtle product placement didn't interrupt the storytelling. A clearer next step, like encouraging test drives, could have helped tie emotional engagement with tangible outcomes. Boutiqaat: Ya Hala Campaign This one leaned fully into bold, local humour, and it worked. The over-the-top execution made it easy to share and perfectly suited platforms such as TikTok and Instagram. It felt fun and intentionally unpolished. That said, the raffle mechanism and brand presence could've been brought to the forefront a bit more, so viewers connected the fun with a clear takeaway or action. RAM: RHO Airlines – The Shortest Flight RAM's approach was theatrical and unexpected, turning a product demo into a full-on desert stunt. The visual production and airport setup created buzz without feeling out of place. The use of influencers felt integrated, not forced. The campaign did well to anchor the showmanship in product performance. McDonald's Saudi: Menuless Stripping menus from stores sounds risky, but it worked in McDonald's favour by driving curiosity and footfall. It made people pause, think, and rediscover their favourites – a nice twist on everyday behaviour. I would've loved to see some more layered storytelling to deepen impact. Amplification beyond store walls could've helped sustain the momentum beyond the initial surprise. By Richa Rai, Account Director, AKQA Dubai.
