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Amazon

From Souq to Amazon.
We Were There For All of It.

A relationship that began with the region’s boldest e-commerce pioneer and continued through one of the biggest acquisitions in Middle East tech history. entourage partnered with Souq.com and then Amazon across years of landmark campaigns that shaped how the UAE shops.

SCOPE: Concept Creation | Scriptwriting | Casting | End-to-End Film Production (Pre-Production, Shoot & Execution) | Post-Production | OOH & Citywide Takeover | Airport & Transit | TV, Radio & Cinema | Digital & Integrated Campaign Rollout

The Relationship

We built our partnership with Souq.com when they were defining e-commerce in the Arab world. When Amazon acquired Souq in a landmark deal, the relationship continued a testament to the trust and results we had already delivered. Over the years, we handled media planning, buying and full campaign execution across some of the most competitive retail moments in the regional calendar.

Campaign 01

Pioneer

“White Friday” – We Introduced it to the UAE
Before White Friday was a fixture in the regional retail calendar, it didn’t exist in the UAE consciousness. We were the agency that brought it to life building awareness from zero and establishing it as the biggest shopping moment of the year. The brief was simple: make the UAE stop and notice. We took it literally.

The Dubai Takeover

We blanketed the city. Every major hoarding. Lampposts across key corridors. Airport screens. Radio. Cinema. TV. There was no corner of Dubai where White Friday wasn’t visible. It wasn’t a campaign — it was an occupation.

Out of Home

Major hoardings, lampposts and premium OOH sites across Dubai  total city dominance for the launch.

Airport & Transit

Airport screens capturing high-footfall audiences at peak travel periods around the sale window.

TV, Radio & Cinema

Broadcast and cinema placements to hit mass audiences and drive urgency around the sale dates.

Digital

A fully integrated digital layer amplifying the offline presence and driving traffic directly to the platform.

The Campaigns That Followed

Having proven the White Friday model, we continued as the media partner of record across the full retail calendar each campaign tailored to its moment, each one built on a mix of channels chosen for performance, not habit.

Back to School

A performance-led YouTube campaign that delivered measurable return  proving that the right message on the right platform outperforms broad spend every time.

New Year

Capitalising on the region’s biggest gifting and spending moment with a targeted multi-channel push timed to peak consumer intent.

Return & Exchange

A post-purchase campaign built to build loyalty and reduce friction  turning a functional message into a brand trust moment.

Our Media Philosophy

No two campaigns were built the same way. For White Friday’s launch, the goal was pure awareness, so we bought the city. For performance campaigns like Back to School, we concentrated spend where return was measurable, with YouTube delivering the results that mattered. Every media plan started with the question: what does success actually look like here? The channel mix followed the answer.

The Legacy

White Friday is now one of the most anticipated retail events in the UAE. We were the team that made the first one impossible to ignore and built the media infrastructure that proved it could work year after year. That’s not just a campaign. That’s a contribution to how the region shops.
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