2016 Winners & Shortlists

Brief Explanation

Zain Telecommunications Company is a leading mobile and data services operator with a commercial footprint in 8 Middle Eastern and African countries with a workforce of over 7,000, providing a comprehensive range of mobile voice and data services to over 45.6 million active individual and business customers as of September 30, 2015. The brand stands for giving Small Little Wonders to its customers that can help them achieve dreams and make their world wonderful.

The Brief

Zain, the leading telecom and Internet provider in Kuwait, were determined that the kids of Kuwait; their next generation users who spend most of their free time online, would have enough content in their native tongue, Arabic. Since 55% of online content is in English, compared to a mere 0.8% in Arabic, it limits their engagement with the language.

How the final design was conceived

To encourage kids to engage more with Arabic, we created Zain Instabooks, an interactive story-telling platform made exclusively for Instagram, where their parents or other family members can spend time reading these beautiful stories while using their native tongue. The illustration and design for each story was specially made to fit the Instagram platform to give it a seamless feel. Each Zain Instabook has interactive audio and video features that help to bring the story to life, keeping kids engaged.

Indication of how successful the outcome was in the market

So far, we’ve had 3,031 unique visitors and experienced a 35% engagement rate through likes and encouraging comments. Many local blogs and international sites have also picked up on the success of the Zain Instabooks stories. This enthusiasm, with which the first three stories were met, inspired us to develop nine more monthly Zain Instabooks for the year.