Loyalty Archives - Campaign Middle East

How regional brands are building emotional loyalty beyond points and discounts

Shantelle Nagarajan — Thu, 11 Jun 2026 05:21:29 +0000

For years, loyalty programmes across the region operated on a simple formula: spend more, earn more. Points, vouchers, cashback, and discounts became the currency of customer retention. But in today’s market, where consumers are overwhelmed with choice and increasingly resistant to transactional marketing, that model is rapidly losing its power. Across the Middle East, brands […]

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Customer experience is a commercial discipline. Treat it like one.

Shantelle Nagarajan — Mon, 08 Jun 2026 12:16:39 +0000

Walk into any supermarket on a Friday afternoon and you can tell, within a minute, whether the brand is being delivered by the people inside it. The stocked aisles, the staff posture, the till queues, the way a shopper is greeted at fresh produce. None of it is marketing in the textbook sense. All of […]

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Dragons of MENA Awards in Dubai: Details revealed – categories, criteria, deadlines

Anup Oommen — Fri, 05 Jun 2026 07:02:06 +0000

Dragons, a results-focused marketing communications awards programme built on 26 years of global recognition and credibility, has revealed further details about its debut in Dubai as Dragons of MENA. The programme is an extension of the PMAA Dragons of Asia Awards, established in 2000 and recognised as one of the industry’s most respected results-focused awards […]

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العشرة – An ‘untranslatable’ word in a Magix social experiment translates into 125.2 million views

Anup Oommen — Tue, 12 May 2026 10:50:27 +0000

Magix, Morocco’s leading laundry brand and part of the Mutandis Group, has revealed details about its Ramadan 2026 campaign, which was carried out in partnership with Casablanca’s Brainbow Agency, and released in the form of a brand film and a five-episode unscripted, social experiment. Celebrating its 20th anniversary in Moroccan households, Magix gave the agency […]

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FIRSTLINE launches in Dubai to turn guest influence into measurable business growth

Anup Oommen — Mon, 04 May 2026 06:30:39 +0000

Freedom International Group has launched FIRSTLINE in Dubai as a platform designed to convert guest influence into measurable business growth. FIRSTLINE introduces a performance-based model created specifically for high-end restaurants and hospitality venues. Built at the intersection of understanding modern consumer behaviour, technology and business intelligence, the platform enables venues to unlock measurable revenue through customer […]

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When loyalty looks too good to be true

Hiba Faisal — Fri, 24 Apr 2026 05:00:57 +0000

The most powerful brand advocates are the ones nobody paid. The UAE already knows this. The rest of the world is still catching up. Think about the last time a global brand faced a crisis. Not a quiet one, but the kind that makes headlines, invites opinion pieces, and divides the internet. In almost every […]

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City Centre Deira, Exscape turn gaming into phygital marketing for 30th anniversary campaign

Anup Oommen — Mon, 20 Apr 2026 07:35:21 +0000

City Centre Deira has revealed details about its 30-year anniversary campaign, which was brought to life in collaboration with the brand’s marketing team, the mall’s operation and events team, and Exscape – a gaming focused entertainment platform – which was involved from concept to execution and offered creative and digital support. Rather than leaning into […]

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Beyond the reward

Shantelle Nagarajan — Wed, 08 Apr 2026 06:52:51 +0000

The spend-and-get era of loyalty is hitting a ceiling in the Middle East and Africa, where 33 per cent of consumers now explicitly demand gamified experiences. To thrive in 2026, CMOs must shift from transactional carrots to liquid loyalty, a blend of advanced gamification and sustainability. This evolution transforms loyalty from a traditional cost center […]

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Rethinking the attribution model to stop channel cannibalisation

Anup Oommen — Mon, 16 Feb 2026 05:00:29 +0000

In GCC, most online platforms rely on coupon websites to increase sales while they spend large sums of money across other digital channels such as social, programmatic, etc. to maintain brand recall. This practice creates a perfect scenario for channel cannibalisation. Today users are not loyal to any certain brand or retailer. They only look […]

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The year ahead for technology with empathy

Anup Oommen — Fri, 06 Feb 2026 04:10:13 +0000

As we look ahead to 2026, one thing is becoming increasingly clear: technology on its own will no longer be the differentiator. In a region as dynamic and culturally layered as the Middle East, the brands that will truly stand out are those that pair technological progress with a deep understanding of human behaviour. We […]

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