viral Archives - Campaign Middle East

Al Haboob turns a racing camel into the World Cup’s unlikeliest pundit

Shantelle Nagarajan — Tue, 16 Jun 2026 13:12:40 +0000

With the 2026 FIFA World Cup now under way across the United States, Canada and Mexico, M+C Saatchi Sport & Entertainment Middle East has handed professional camel racing team Al Haboob a pundit of its own. The campaign, released in a teaser video and hero film on Al Haboob’s social platforms, follows the team’s ambassador […]

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GymNation fools the internet with ‘Protein Shisha’ stunt

Shantelle Nagarajan — Thu, 02 Apr 2026 12:10:54 +0000

GymNation has confirmed that it’s launch of ‘the world’s first Protein Shisha bar’ last week, was in fact an April Fool’s campaign. While the tobacco-free, nicotine-free vapor concept delivering up to 25g of ‘aroma-activated protein’ per session was a joke, the strategy behind the stunt was anything but. GymNation’s marketing team made a deliberate call […]

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Viral without a brief: The unscripted era of sports content

Shantelle Nagarajan — Wed, 14 Jan 2026 09:05:33 +0000

Some of the most powerful moments in sports were never storyboarded. No creative director approved them. No scriptwriter imagined them. They happened in real time. A player collapsing in relief after a match point. A driver hugging a mechanic after a long night in the garage. A fan weeping with pride in the stands. A […]

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UGC-led Arla Protein Pudding campaign drives 3.8m+ TikTok views

Shantelle Nagarajan — Fri, 29 Aug 2025 13:45:20 +0000

Arla Foods’ launched its Protein Pudding in Saudi Arabia this summer, sending consumers into a frenzy, breaking the internet and emptying shelves across the country. Arla Protein claims it recorded more than 10,000 organic online searches before the product sold out within days of hitting shelves. “Saudi consumers are naturally curious, trend-driven, and love discovering […]

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Trends: Jump on before they fizzle

Ishwari Khatu — Mon, 11 Nov 2024 11:36:55 +0000

Qatar, albeit a very small market, has an internet penetration of 99 per cent and a smartphone penetration of almost 100 per cent of the total population. Social media and digital literacy in Qatar are among the highest in the world, making it one of the key media touchpoints to deliver marketing campaigns. The government […]

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Sustaining hype: How brands can maintain viral momentum

Shantelle Nagarajan — Fri, 26 Jul 2024 11:46:34 +0000

“We want to go viral” is something we hear all too often when creating a brand campaign, and while getting in front of as many eyeballs as possible is usually deemed a good thing, it doesn’t always equate to sustainable success. The unpredictable nature of ‘going viral’ means that simply hitting high numbers doesn’t guarantee […]

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Aramex’s ‘The Undelivered’ achieves global success

Shantelle Nagarajan — Fri, 03 May 2024 08:38:34 +0000

Launched during the Holy Month of Ramadan, ‘The Undelivered’ campaign by Aramex packaged creativity with empathy to attain worldwide success. Aramex used the campaign to emphasise its corporate responsibility strategy to generate a global call for peace in Gaza. This aligns with the company’s commitment to ‘Delivering Good’. Aramex witnessed participation on the campaign’s dedicated […]

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The Annual 2020: Top 10 YouTube videos

Sofia Serrano — Wed, 30 Dec 2020 08:00:02 +0000

1 Channel: Anasala Family Title: Biggest gender reveal ever. About: A couple hosted the ‘biggest gender reveal ever’ at Dubai’s Burj Khalifa. 2 Channel: Mohamed Ramadan Title: A fight between Radwan El Prince and his brothers. About: A scene from popular Egyptian drama series El Prince, showing a family conflict. 3 Channel: MBC The Voice […]

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Stereotype World: What Made Haifa Go Viral

Austyn Allison — Mon, 17 Dec 2018 04:00:29 +0000

By Jamal Al Mawed, director of communications at Dubai Properties Last month I did something I don’t think I’ve ever done: I watched a 7-minute brand-sponsored YouTube video from beginning to end. I could almost see myself becoming a number on someone’s social media dashboard bumping up their ‘video completion rate’ stats. I watched […]

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It’s time to rethink the 80:20 split of production versus media

Austyn Allison — Wed, 14 Sep 2016 08:30:25 +0000

Tej Desai is managing director at wIDEAwake and Boot Polissh Films Advertising’s 80:20 rule has changed. Over the last few years, I have had the benefit of sitting in several meetings with varied teams across brands and categories, more or less debating the same thing. “Why do we spend so much on production? Can’t we get it […]

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