Campaign Middle East features a monthly Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This month’s review is by Remya Menon, Director of Marketing and Communications, Bayut.
This one feels like cheeky nostalgia done right. At a time when everything from the early 2000s is making a comeback, bringing back menu favourites feels both timely and self-aware.
The humour lands because it taps into a very real truth. Some cravings genuinely do stay with you longer than they probably should, and the exaggerated ‘support group’ idea leans into that in a way that feels fun rather than forced.
What I enjoyed most about Mobily’s Ever Closer platform is how instantly recognisable the story feels, perhaps slightly revealing of my age. The idea that closeness creates its own language is something many of us have experienced long before emojis, voice notes and endless group chats made it easier to stay connected.
What also works well is how technology quietly sits in the background as the enabler rather than the hero. It is a simple insight, told with honesty and a touch of familiarity, and that relatability is what makes the platform feel both contemporary and enduring.
du – Bridging The Spaces Between Us
As someone working at the intersection of technology and marketing, what stood out to me about du’s campaign is how instantly the idea connects. Today, technology helps us stay close to the people and moments that matter, removing the limits of physical distance.
The campaign succeeds by focusing on these human outcomes rather than technical features, recognising technology as an enabler of real connection. That balance between emotional relevance and everyday reality makes the message both authentic and effective.
FAB Misr and e& – Whenever Al-Ahly Wins, You Win With Them
This campaign smartly leverages humour and local football culture to create relevance and emotional impact. By transforming Al Ahly’s victories into tangible card benefits, the idea moves beyond symbolic celebration to real consumer value. It’s a strong example of how culturally rooted insights can drive both engagement and utility.
It’s not just about cheering, it’s about giving fans something back, making the idea both entertaining and smartly strategic.
By Remya Menon, Director of Marketing and Communications, Bayut.
