In a region where language is deeply tied to identity, e& has turned a growing behavioural shift into a cultural intervention. Developed in partnership with Saatchi & Saatchi, Arab-easy by e& addresses the rapid rise of Arabizi – the use of Latin characters and numbers to write Arabic – and its quiet erosion of Arabic script in everyday digital communication.
Rather than approaching the issue through awareness messaging alone, the brand set out to create a tangible experience that would make the impact of this shift immediately visible.
To do so, e& collaborated with publishing house Diwan to produce limited-edition versions of well-known Arabic literary works, rewritten entirely in Arabizi. Among the titles were works by Nobel Prize-winning author Naguib Mahfouz. These editions were unveiled at a curated book launch event, where attendees initially believed they were encountering traditional Arabic texts.
The moment of recognition – when readers realised the familiar stories had been rendered in Arabizi – became the emotional turning point of the experience. Confusion and discomfort quickly gave way to debate around readability, cultural loss and the long-term consequences of convenience-led language habits.
“The brief was to go beyond symbolic celebration and address a real behavioural shift affecting how Arabic is used today,” says Fady Rofaeel, Creative Director at Saatchi & Saatchi ME. “e& challenged us to move past awareness and create something that confronts the issue directly, in a way people could feel.”
Embedded within each book was a QR code directing readers to Arab-easy by e&, a purpose-built keyboard designed to make typing in Arabic as intuitive as typing in Arabizi. The keyboard mirrors the positioning of English letters, incorporates predictive text and contextual autocorrect, and removes the friction that often pushes users toward Latinised Arabic in the first place.
The campaign rolled out through a layered ecosystem designed to move audiences from provocation to participation. A documentary-style hero film captured genuine reactions from the book launch, documenting moments of surprise, resistance and reflection. This was supported by short-form social edits, influencer content and product demonstrations that extended the conversation across digital platforms.
A dedicated landing page and app store presence anchored the campaign, guiding users directly toward download and use. Activity launched around World Arabic Language Day, with content continuing beyond the moment to sustain relevance and encourage habitual adoption rather than one-off engagement.
The target audience focused on bilingual Arabic–English speakers, particularly younger users, students and professionals who default to Arabizi in daily digital interactions. Educators, cultural advocates and language-focused creators were also engaged to ground the conversation in credibility rather than nostalgia.
Each channel played a distinct role. The physical book intervention created emotional impact. Film content amplified authentic reactions. Social media ensured cultural reach. And the keyboard itself delivered a functional solution — shifting the campaign from commentary to behaviour change.
Success was measured across both cultural and product-led metrics. Engagement across social platforms reflected strong sentiment and sustained discussion around language preservation. The campaign sparked wider conversation on Arabizi and digital identity, while keyboard downloads indicated tangible uptake beyond awareness. Continued usage post–World Arabic Language Day signalled longer-term relevance rather than a moment-led spike.
By combining cultural provocation with a practical tool, Arab-easy by e& reframed language preservation as an active, everyday choice rather than a symbolic gesture. The work positions technology not as a threat to Arabic, but as a means to protect and modernise it – on its own terms.
Credits
Client: e& UAE
Creative agency: Saatchi & Saatchi ME
Publishing partner: Diwan
Technology partner: Bliss
Production: Rhino & Oxpecker
