2019 Winners & Shortlists

ZOOPER-DOOPER ZOOM

Client/BrandZOOM
Product/ServiceZOOM CONVENIENCE STORES
EntrantTAMRA C2 Dubai, UNITED ARAB EMIRATES
Type of EntryCraft
CategoryArt Direction / Design
Idea Creation TAMRA C2 Dubai, UNITED ARAB EMIRATES
Production TAMRA C2 Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

The work was created specifically to target and communicate with comic fans at the Middle East Film and Comic Con 2018.

Background.

Zoom stores wanted to communicate the brand and its services at Middle East Film Comic Con 2018, where thousands of comic fans (60 000) were celebrating the comic culture in a fun and interactive way.

Describe the creative idea.

The creative idea was based on the strategic pillars of ZOOM (celebrating the community). Since the community was already celebrating the comic culture, there was an opportunity to join the celebration in conjunction with the ZOOM store, which was located in the heart of the event. Since the event was revolving around superheroes and comic books, the superhero Zooper-Dooper Zoom was created, and brought to life in a comic book. Within the narrative of the story, the store's services were communicated through the superpowers of the hero.

Describe the strategy.

ZOOM has 5 strategic pillars: Celebrate the brand Celebrate food Celebrate innovative spirit Celebrate local truths Celebrate local community (city and country) The creative idea was based on the strategic pillar: celebrating the community At the Middle East Film & Comic Con 2018 thousands of comic fans were celebrating the comic culture. Since the event was revolving around superheroes and comic books, the superhero Zooper-Dooper Zoom was created, and brought to life in a comic book. Within the narrative of the story, the store's services were communicated through the superpowers of the hero.

Describe the execution.

The design of the comic incorporated the brand's visual language, which was carefully illustrated by a comic professional.

List the results.

During the 3 day event at the store: 1500 Combo Crusher meals sold 150,000 person footfall 47,000 Dirhams sales Overall brand engagement: 1,000,000 impressions 41% engagement rate on Facebook 18% engagement rate on Instagram Increase of 2.4% in Facebook fans

Credits

Name Company Position
Tameem Sankari Tamra C2 Associate Creative Director
Paurav Shah Tamra C2 Copywriter
Imad Edroos Tamra C2 Copywriter
Kim Reyes Tamra C2 Graduate Content Creator
Manasvini Rizvi Tamra C2 Group Account Director
Shadi Zantout Tamra C2 Senior Account Manager