20th anniversary 'all-out' campaign
A 360-degree anniversary campaign across the UAE, Oman, Bahrain, Egypt and, for the first time, Saudi Arabia. It ran surprise mall activations built around DG Man, a disguised gift-bearer, plus an in-store Puzzle Pop game, digital takeovers, newspaper ads, influencer posts and bank tie-ups with Emirates NBD, FAB, Dubai First, Al Hilal and SIB.
- The brief
- Electronics shoppers across five markets, including Saudi Arabia for the first time, thanked as Sharaf DG turned 20.
- What to borrow
- Treating an anniversary as a thank-you delivered in person, through surprise gifts in malls, puts customers at the centre of the brand's milestone.
| Brand | Sharaf DG |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | digital, social, print, in-store, on-ground |
| Source | Campaign Middle East |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Carrefour | Mall of Endless Possibilities — 20th anniversaryIntegrated campaign · 14 Nov 2025 | Integrated campaign | Memac Ogilvy | 14 Nov 2025 |
| Mashreq | Oman Launch campaignLaunch · 6 Feb 2025 | Launch | Sweetwater MEA | 6 Feb 2025 |
| SAB | SAB — Alawwal rebrand to Saudi Awwal BankRebrand · 5 Apr 2023 | Rebrand | – | 5 Apr 2023 |
| STC | 30 days, 30 giftsFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
What other e-commerce & retail brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Mitsubishi | Back to School with Mitsubishi7 Sep 2026 | – | – | 7 Sep 2026 |
| Qatar Duty Free | Toblerone Crystal Bar auction for Education Above AllExperiential · 14 Aug 2026 | Experiential | – | 14 Aug 2026 |
| Nesto Hypermarket | Free Kick - The Biggest Electronics Offer FestSponsorship activation · 2 Aug 2026 | Sponsorship activation | – | 2 Aug 2026 |
| talabat | talabat Creator HackathonInfluencer · 27 Jul 2026 | Influencer | – | 27 Jul 2026 |
| Bayut | Proud of the UAEPurpose · 5 Jun 2026 | Purpose | – | 5 Jun 2026 |
| Ounass | Ounass StageExperiential · 28 May 2026 | Experiential | – | 28 May 2026 |
| Bayut | Your home is a TruBroker awayIntegrated campaign · 22 May 2026 | Integrated campaign | – | 22 May 2026 |
| Cenomi Centers | Cenomi Plus nationwide in-mall activationExperiential · 11 May 2026 | Experiential | – | 11 May 2026 |
