2016 Winners & Shortlists

ZAIN STORIES

Short List
BrandZAIN
Product/ServiceINSTABOOKS
EntrantJ. WALTER THOMPSON KUWAIT, KUWAIT
CategorySocial for Mobile
Entrant Company J. WALTER THOMPSON KUWAIT, KUWAIT
Advertising Agency J. WALTER THOMPSON KUWAIT, KUWAIT

Creative Execution

All 3 of the Instabooks stories are designed and illustrated to fit the Instagram platform to give the stories a seamless feel. Each Zain Instabook has interactive audio and visual features that help to bring the story to life, keeping kids engaged.

So far, we’ve had a total of 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 9 more monthly Zain Instabooks for the year.

These days kids spend most of their free time online. However, 55% of online content is in English compared to a mere 0.8% in Arabic, limiting their engagement with the language. We found that 8 out of 10 people in Kuwait are active on Instagram, which makes it an ideal medium to target parents, grandparents, brothers, and sisters among others. Hence, we created Zain Instabooks, a seamless, interactive, story-telling platform made exclusively for Instagram, where kids can enjoy these stories in Arabic with their parents or other family members.

Credits

Name Company Role
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
Links
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