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23 November 2011

Cream world tour presents Dubai: Nissan, Wrigley, and WWF


Hello and welcome back to the Cream world tour! Today we are taking you to the outlandish world of Dubai, where we recently just came back from the Mindshare Media Summit.


It is Dubai that has been synonymous with growth in the United Arab Emirates, and it maintains its steady influx of international media businesses and brands alike. However rivalry from Abu Dhabi is taking shape, as the region’s capital asserts its claims to being the centre for the Middle East’s media expertise. For more on the local media landscape click here.

We constantly see lots of fun case studies coming out of Dubai. Here are a few, but we have plenty more on Cream, feel free to use our advanced search option for more!


Nissan patrolRecognising that drivers often prefer specific types of vehicle, Nissan chose to target drivers of competitor SUV models. But instead of wasting time trying to persuade otherwise loyal drivers to book a test drive with a different brand, Nissan chose to tricks drivers into test driving its latest vehicle! See the video of this case study here.


Dubai - lineupWrigley uses fun characters in real life settings to promote Extra Aqua gum. Inspired by the commercials starring food characters: a banana, a coffee, a doughnut and a pizza slice, Wrigley used a content-driven activation to position Extra Aqua as a lively and fun brand, one that consumers could connect and play with. Check out this video here.


Uae 3Did you know that UAE residents have one of the largest ecological footprints in the world? WWF and Emirates Wildlife Society tried to do something about it by producing a cute stop-animation video geared towards a younger audience. Watch the video here.




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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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