| Brand | ZAIN |
| Product/Service | INSTABOOKS |
| Entrant | J. WALTER THOMPSON KUWAIT, KUWAIT |
| Category | Use of Social in a Direct Marketing Campaign |
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Entrant Company
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J. WALTER THOMPSON KUWAIT, KUWAIT
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Advertising Agency
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J. WALTER THOMPSON KUWAIT, KUWAIT
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Brief Explanation
Zain Instabooks directly interacts with a large target audience of Zain’s customers. All of the Arabic stories are published exclusively on Instagram, since 8 out of 10 people in Kuwait are active on this platform. This would give parents, grandparents, brothers, sisters and others an opportunity to spend time reading these beautiful stories to kids and help them engage with their native tongue, Arabic.
Creative Execution
The UN has declared December 18th as Arabic Language Day. The first Zain Instabooks story was released a couple of weeks prior to that date in order to build the momentum around the story. The second story was released on the actual day of Arabic Language Day, to keep the kids engaged with the stories.
Results
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.
Credits
| Anes Al-Rayes |
J Walter Thompson Kuwait |
Executive Creative Director |
| Mitul Shah |
J Walter Thompson Kuwait |
Associate Creative Director |
| Christina Rodriguez |
J Walter Thompson Kuwait |
Junior Art Director |
| Suzan Noun |
J Walter Thompson Kuwait |
Head of Copy |
| Nitin Fernandes |
J Walter Thompson Kuwait |
Digital Art Director |
| Noha Abdulaziz |
J Walter Thompson Kuwait |
English Copywriter |
| David Kurnavka |
Freelancer |
Illustrator |
| Khalid Mehdi |
J Walter Thompson Kuwait |
Group Director |
| Iman Abuasba |
J Walter Thompson Kuwait |
Senior Traffic Co-ordinator |