2012 Winners & Shortlists

Results and Effectiveness

- We have reached more than 150,000 target individuals - Source: Extrapolation from reach figures of the show - Zain KPI’s increase by 25 points against the target (TOM and “Brand for me” attribute) - Source: Zain Bahrain  - Phone credit sales increased by 35% against the Asian community in Bahrain - Source: Zain Bahrain  - Zain on the move show had a record 55% listenership on radio and 30% on TV - Source: Voice FM & K. TV Data

Creative Execution

We created the IDEA of: Zain on the move! Partnering with the top Asian radio and TV channel in Bahrain (voice FM and Kairali TV), we created an exclusive show for Zain Bahrain where individuals from the blue collar target were given the chance to speak for free to their families while being simultaneously live on Radio and TV. The whole show was broadcasted from within local transport buses where the opportunity to meet our target was abundant; Hence the name of the show: Zain on the move.

Insights, Strategy and the Idea

Zain Bahrain had a fairly small market share of the blue collar community compared to competition; therefore we were requested to come up with an idea that will help penetrate the segment in an unconventional way, resulting into increasing the awareness & ultimately increase sales of products pertaining to the segment. After conducting a dipstick research in labor camps around Bahrain, we realized that the majority were working to send back money to their families. A major insight uncovered, was that 35% of the respondents spoke to their families less than twice in three months! We saw an opportunity for Zain to create a bond with this community by connecting them to their families & loved ones.