2010 Winners & Shortlists

BRAND CAMPAIGN

BrandZAIN
Product/ServiceTELECOMS
EntrantJWT BAHRAIN Manama, BAHRAIN
Entrant Company:JWT BAHRAIN Manama, BAHRAIN
Advertising Agency:JWT BAHRAIN Manama, BAHRAIN

Credits

The Campaign

The Zain brand campaign aimed to reposition Zain amongst an existing competitor and a third entrant, strengthen bonds with the consumers. We had to remind them how Zain touched their lives. The idea was to create empathy and bond by capturing the consumer’s world of Zain, where dreams are made real and relationships grow stronger. And the one thing that symbolizes life, beauty and Zain is the butterfly. The butterfly is also a symbol of change and evolution, and a good luck charm. It was taken as a key visual representation of the ‘Wonderful World of Zain’.

Success of the Campaign

Zain’s butterfly effect spread throughout Bahrain to touch each and everyone. The campaign achieved 100% recall amongst consumers. The campaign was named as the most attractive in the Kingdom of Bahrain.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Launched on 1st November 2009, the campaign featured a TV commercial with a specially created ‘Zain Butterfly song’ as the background score. The Zain Butterfly Song was also used for a radio competition, wherein the listeners had to sing the song to get a prize. Creative media buys included magazines, newspapers and outdoor scaffolding that reinforced the campaign idea. Execution were also rolled out online and in the form of megacoms, lampposts, lightboxes and mupis. The campaign also featured Zain building and mall brandings.

Credits

Name Company Role
Elias Haddad Jwt Creative Director
Samuel Chazy Jwt Associate Creative Director
Susano Saguil Jwt Art Director
Hiba Skaini Jwt Copy Writer