Your SOUQ is now Amazon.ae
The digital advertising that walked Souq shoppers over to Amazon.ae when the name was retired in May 2019, leading on the new site address and on reassurance points such as Arabic-language support, local payment options, selection and guarantees. YouGov BrandIndex measured Amazon's UAE ad awareness rising 13.9 points across that month.
- The brief
- Regular Souq shoppers in the UAE losing a familiar name as Amazon retired the brand in 2019.
- The idea
- Digital ads told shoppers their Souq was now Amazon.ae, stressing Arabic support, local payment options, wide choice and guarantees; YouGov tracked ad awareness rising from 17.1 to 31.0 that month.
- What to borrow
- When a familiar name disappears, opening with what stays the same can carry customers across the switch.
| Brand | Souq.com |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | digital |
| Source | Communicate Online |
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