MENA brands are diving headfirst into a thrilling era of brand activation, where marketing goes beyond selling and aims to create memorable, long-lasting consumer connections. Today’s consumers want more than a catchy jingle—they crave engaging, immersive experiences that resonate with them. Brands are answering the call with activations packed with music, social engagement, and hands-on experiences, bringing a level of fun that stays with consumers far beyond the initial event.
This transformation is part of a wider trend in MENA, where brand strategies are moving toward creating lasting loyalty rather than just one-time impressions. Through clever use of gamification, social media, and modular design, brands are now creating activations that are truly impactful, turning fleeting interactions into loyal relationships.
Rethinking brand experiences: Beyond transactional marketing
Experiential marketing is fast becoming the gold standard in MENA. This trend toward experience-driven strategies aligns perfectly with the goals of initiatives like Saudi Vision 2030, which emphasises substantial investments in entertainment, sports, and technology. With these pillars in place, brands have a rare opportunity to use immersive, emotional experiences to engage audiences on a deeper level.
Gone are the days of transactional, flat marketing efforts. Today, consumers are actively seeking authentic interactions and real connections with the brands they love. Lifestyle-centered marketing is sweeping across MENA, encouraging brands to step beyond simple products and create spaces where people can truly engage, connect, and celebrate meaningful stories.
Gamification: Playing to win in brand activation
One of the most exciting shifts in MENA brand activation is gamification. With a vibrant gaming community already thriving in the region, brands are finding clever ways to incorporate playful, interactive experiences that engage consumers on a whole new level. Gamification doesn’t just entertain; it captures attention, creating memorable interactions that stick.
Imagine a retail brand hosting a digital scavenger hunt or an in-store game with rewards. These small but significant experiences can turn casual customers into enthusiastic brand advocates. Recently, in collaboration with Samsung, we transformed an 8-meter airstream trailer into the Samsung Gaming Zone at GAMEEXPO, where visitors immersed themselves in a top-tier gaming experience featuring the latest Samsung innovations. This gamified approach isn’t just entertaining; it builds a meaningful connection between brands and consumers, fostering long-term loyalty.
Modular design: Adaptable, scalable, and flexible
In MENA’s fast-paced and diverse environments, modular design has become an essential strategy. This approach allows brands to create activations that are adaptable and flexible, allowing them to scale easily from upscale malls to open-air festivals. More than just aesthetics, modular setups bring efficiency, lower setup costs, and maintain brand consistency across various venues.
Consider the vibrant activation we did for Desert Groove, transforming a 9-meter trailer into a lively dance floor, complete with live music and DJs. This setup created a social space that was perfect for connection and celebration, keeping audiences engaged and entertained. Modular design ensures these setups are more than just eye-catching—they’re efficient, impactful, and consistent across multiple settings, ensuring a brand’s presence is strong and cohesive.
Strategies that last with brand experiences
Brands in MENA that succeed are the ones willing to push the envelope. By blending gamification, social media, and modular design, they can create activations that capture attention and loyalty.
Here are a few key strategies to make these activations resonate:
- Incorporate rewards: Adding perks like discounts, exclusive content, or early access amps up engagement and gives consumers a reason to connect on a deeper level.
- Leverage local influencers: Influencers in MENA have a unique connection with audiences. Their endorsements add authenticity, extending a brand’s reach and credibility in a way that resonates with the local audience.
- Use modular designs for flexibility: Modular setups are perfect for brands looking to scale. They allow for flexibility and ensure activations are just as effective in intimate or large-scale settings. This adaptability also makes activations more cost-efficient.
Together, these strategies allow MENA brands to build strong, authentic connections with audiences, fostering relationships that last beyond single events.
MENA’s shift toward interactive, meaningful brand experiences is here to stay. By investing in activations that resonate emotionally and intellectually, these brands are creating consumer loyalty that’s built to last.
As fleeting interactions become the norm, the brands focusing on lasting, impactful experiences
will emerge as industry leaders.
By Jithin Shams, Co-Founder & Head of Marketing at wheelsAHOY
