2011 Winners & Shortlists

Results and Effectiveness

Our campaign was about raising consumer awareness of an effective strategy against vehicular accidents. Statistics for the last year have yet to be released, so we had to find another indicator proving the campaign’s influence, like the overwhelmingly positive response the campaign received from the public. Zain received hundreds of calls and e-mails from people praising their efforts and commending their endeavor in this very serious matter. This was not an ad to entice new customers, but rather a campaign to bring awareness on a pressing issue. Thanks to the positive feedback, we know we’ve communicated our message clearly.

Creative Execution

The creative strategic solution went hand in hand with our only channel of execution — to be right there on the road, where our message needs to be made most clear. Since Zain is a telecommunications company, the best way to get the message through to the audience is to plant it right there in front of them. That’s why we chose to use a simple and clear message that both focuses on the telecommunication aspect (Stay connected), as well as our important message of safety (Stay safe) on top of the instantly recognizable image of a safety belt.

Insights, Strategy and the Idea

The marketing and communications objective behind this case was to improve public perception of the Zain Telecommunications company while at the same time offering a valuable social service and associating the Zain company with good deeds and proper safety. The target audience was people who transport themselves and others in cars. The insight that shaped the idea was that Zain didn’t have to limit its message of road safety to telling people to stay off their mobile phones and instead using headsets. They could tell people to stay connected much in the way a safety belt operates. The objective was related to the client and target audience because Zain, as a telecommunications company, is committed to keeping Kuwait connected and safe people are better customers and live more productive lives.