2013 Winners & Shortlists

Results and Effectiveness

Traffic to the booth was very high. Expected traffic was about 150 people per day, however overall traffic to the booth was around 30,000 visitors during the month, which was a lot more than anticipated. The influx of visitors came from the locations where the cameras were placed. As a result of the high-traffic, interest in 4G surged resulting in higher daily subscriptions. Daily device sales also increased since the cameras were installed.

Creative Execution

The idea was to disrupt the regular traffic of shoppers inside the mall and encourage them to visit our booth and get introduced to the 4G Service. The campaign consisted of TV press and outdoor all based on Speed.

Insights, Strategy and the Idea

Being the first to launch 4G in Kuwait, Zain is regarded as the market leader in terms of product offerings as well as advertising. Zain wanted to get this technology in to the hands of the people through product demos and speed tests at their booth to truly showcase the difference between 3G and 4G. The prime differentiator between 3G and 4G is the speed. Kuwait has seen a recent surge in the number of speed cameras installed on highways, so we took advantage of that insight in developing this.