Case Study: Souq.com and Amazon build UAE retail momentum with media buying by entourage

Souq.com builds White Friday into the UAE’s biggest shopping moment with entourage

entourage partnered with Souq.com, a pioneering e-commerce company in the Arab world, to launch the first-ever White Friday shopping event in the UAE. The challenge was to build awareness for this new retail moment from zero and make it impossible for the public to ignore, effectively establishing it in the regional calendar.

The solution from entourage was a complete citywide takeover of Dubai, utilizing OOH, airport screens, TV, radio, cinema, and digital placements. This massive awareness campaign successfully introduced and cemented White Friday as the UAE's biggest annual shopping event. Following this, entourage continued as the media partner, executing tailored, performance-driven campaigns that contributed to how the entire region shops.

Souq.com