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.
Al-Futtaim Lexus: Made Personal
Firstly, I am thrilled that Lexus has chosen to create a localised campaign.
Let’s be candid: Lexus faces a considerable challenge in the UAE, where it has become the preferred car for Uber and Careem. To make consumers feel unique while driving a Lexus, something truly special is needed.
This campaign effectively addresses this by appealing to individual personalities and highlighting that Lexus is customer-centric, with each car designed for the individual.
This is a strong strategy to encourage people to see Lexus as their personal car of choice.
If I had to choose one market where localisation is paramount in the Middle East, it would be KSA.
So, well done, Spotify! One thing I truly appreciate is simplicity. I love the one-word focus—it’s easy to understand and digest, provides a solid foundation for a campaign, and will definitely resonate with the local market.
I think they nailed this one.
Sharjah Education Academy: Sonic Identity
I have mixed emotions about sonic branding, but I like the fact that local sounds were used to produce this.
It does play the part perfectly (excuse the pun) for what it is intended. I’ll be sure to keep an ear out for where and how this will be used.
I appreciate the clever play on “Fountain of Youth.” My view is that the localisation could have been a bit stronger, as it feels like an international ad that’s been adapted instead of feeling like a local ad, but it’s a great ad overall and very well produced.
The beat is catchy and engaging. While I prefer a more simplified approach, this complex ad is still impressive and effective. Great job.
I love this campaign.
It’s simple and clearly highlights the features and differences, ensuring the consumer understands the product perfectly. The use of humour in the ad is fantastic and really resonates with the local market. It actually makes me crave a cup of coffee.
Excellent execution and content. It’s perfect for the Egyptian market and it can even work in other Arab regions. Well done.
