2016 Winners & Shortlists

Brief Explanation

Zain, the leading telecom and Internet provider in Kuwait, wanted to make sure the kids of Kuwait; their next generation users who spend most of their free time online have enough content in their native tongue, Arabic, in account of 55% of online content being in English, compared to a mere 0.8% in Arabic, limiting their engagement with the language. Due to Instagram being the number 1 social media app in Kuwait, we created Zain Instabooks, a seamless, interactive, story-telling platform made exclusively for Instagram, where kids can enjoy these stories in Arabic as well as engage with their parents or other family members.

Results and Effectiveness

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.

Creative Execution

Since our research indicated that Instagram was the prime platform with it being the number 1 app in Kuwait, all of our stories where made exclusively for Instagram. The UN has declared December 18th as Arabic Language Day. The first Zain Instabooks story was released a 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.

Insights, Strategy and the Idea

We discovered that 8 out of 10 people in Kuwait are active on Instagram, which makes it an ideal medium to target parents, grandparents and children among others.