In a region where language is inseparable from identity, e& has launched Arab-easy, a cultural and technological intervention designed to counter the growing use of Arabizi — Arabic written using Latin characters and numbers — and the gradual erosion of Arabic script in digital communication. Developed in partnership with Saatchi & Saatchi ME, the initiative goes beyond awareness to directly confront a real behavioural shift.
Rather than relying solely on messaging, e& created a physical and emotional experience. In collaboration with publishing house Diwan, the brand released limited-edition versions of iconic Arabic literary works, including titles by Nobel laureate Naguib Mahfouz, rewritten entirely in Arabizi. These editions were unveiled at a curated book launch where attendees initially assumed they were engaging with traditional Arabic texts.
The realisation that familiar stories were rendered in Arabizi sparked immediate confusion and discomfort, triggering conversations around readability, cultural dilution, and the long-term implications of convenience-driven language habits. This moment of disruption formed the emotional core of the campaign.
Embedded within each book was a QR code linking to Arab-easy by e&, a purpose-built Arabic keyboard designed to remove the friction that pushes users toward Arabizi. The keyboard mirrors the layout of English keyboards, includes predictive text and contextual autocorrect, and makes typing Arabic as intuitive as typing in Latin characters.
The campaign was supported by a documentary-style hero film capturing authentic reactions from the book launch, alongside social edits, influencer content, and product demonstrations. A dedicated landing page and app store presence guided users toward adoption, with the launch timed around World Arabic Language Day to anchor cultural relevance while encouraging sustained use beyond the moment.
Targeting bilingual Arabic–English speakers, particularly younger users and professionals, the campaign also engaged educators and cultural advocates to ensure credibility. By combining provocation with a functional solution, Arab-easy reframed language preservation as an everyday choice rather than a symbolic act, positioning technology as a tool to protect and modernise Arabic on its own terms.
