2020/2021 Winners & Shortlists

Background

Since its launch in 1979 Zahrat Al Khaleej (ZAK), established itself as a leading household name across the MENA region. With a diverse range of loyal readership built up over the past four decades, ZAK has become The magazine of choice for women aged between 20-55. Its appeal also extends across families which is reflected in its stance as the voice of authority for exclusive content. Editorial content includes Fashion, Celebrity interviews, Current Affairs, Art, Culture, Homes and Interiors, Travel and Beauty.

The Interpretation of the Challenge (30% of vote)

ZAK is encountering new challenges and realities such as shifts in how people consume their information, changing expectations of what content a title should offer and the sheer quantity of online choice available - vying for readers’ attention. Consequently, the magazine embarked upon a distribution, content and value proposition review. A series of tactical initiatives supported the 3 month engagement, these included:Launching a full-fledged marketing campaign that covered a teaser and reveal phase of the logo, informed readers about the move to monthly during the transition phase (Dec 25-Jan 10) raising awareness, highlighting positive new developments and reinforcing core value-added considerations, revealing the new logo by series of innovative and phased delivery tactics, launching a series of campaigns to reinforce key messages and positioning, on-ground events, presence in strategic retail locations in the GCC, engaging with celebrities and influencers, development of communications plan and aTVC featuring celebrities and influencers.

The Insight / Breakthrough Thinking (30% of vote)

We conducted extensive research and analytics to better understand where the brand stood against its competitors, the readership base and potential new recruit opportunities available and conduct a full review and analysis of content choices and aspirations. Identifying where the brand is now, versus where it wants to be in the future, identifying the gaps and creating the communication tools to bridge the differences. Analysis determined and identified some key organisation and industry challenges that needed to be addressed, these included;enhancing the Customer Service interaction for existing and new subscribers, highlighting the positive and value-driven outcomes of moving to a monthly publication whilst retaining quality and relevant content for a diverse range of consumers and geographies across the GCC.Promoting print subscriptions, exploiting new opportunities in KSA, develop our digital offering to appeal to existing and new subscribers, enhanced focus on digital and multi- channel offerings (TV, app, print, social)

The Creative Idea (20% of vote)

A new identity refresh treatment for the brand was instigated and whilst this retained many of its distinctive characteristics – such as structure and colour - it was uplifted to reflect a class orientated, female defined, clean design aesthetic that reflected the magazine layout itself. In combination, the new contemporary Tone of Voice complements the new aspirational tagline “ZAK inspires us” and reflects a modern, vibrant and reflective title embodying the characteristics of ambition, personality, inspiration, warmth, refinement, confidence, grace and femininity. Importantly, creativity worked in tandem with practical considerations to ensure that the solution adopted was flexible and appropriate for readership, geography and platform distribution. The execution of the logo was implemented on each of our public facing assets in tandem with the launch campaign. Creatively the magazine sections and fonts were also refreshed to ensure there is a robust tie in across all of the assets. Stronger focus

The Outcome / Results (20% of vote)

26/12/ 2019 –21/1/2020 Snapchat: Total number of subscriber  2.93 Million Growth of subscribers: + 50,000 Unique views:  4.78 Million Instagram: Growth Follower + 51,675 Sum of Interactions Sum of 453,531 Impressions 15,662,865 Twitter:  Number of Followers: 233,530   +2,790  Impressions: 4.4 Million  +900K Facebook: Total Reach: 8,390,268  + 3,607,832 Number of Likes:  40,273   + 17,099 Website: Users 264,456 + 138,960 Commercial ROI: +260% vs same period last year Over 80 influencers, total following of +84M