Shareet Studios\u2019 latest social media campaign for Zain aimed to position the internet service as the fastest in Kuwait. Initially launched as a social media spot, the commercial quickly gained traction across platforms, prompting Zain\u2019s marketing team to expand the campaign\u2019s scope to out-of-home venues.<\/p>\n
\u201cThe commercial was supposed to be a social media project. But, as per Zain marketing, they gathered a bigger budget to promote the AD once they had seen the success of it with the Kuwaiti residents. From only being on social media, they went to promote it in the cinema, and expanded to offline billboards on the roads,\u201d says Mohammed AlNashmi, Founding Partner & Director of Shareet Studios.<\/p>\n
The video went on to reach 2.5 million views on Instagram, drawing over 1,000 likes and more than 60 comments.<\/p>\n
Fastest internet in Kuwait?<\/p>\n
The main inspiration for the campaign came from Vodafone UK\u2019s \u201cStop The Clock\u201d commercial, which delivered its message through a rapid three-second plot. This approach inspired Shareet Studios to adopt a similarly fast format, using quick, monotone dialogue to convey the idea of high-speed internet in a humorous way.<\/p>\n
\u201cWe brainstormed on multiple ideas and we actually came up with a direction of just creating the fastest TVC story to show the viewer the speed of Internet by Zain. This is where we came up with the name \u201c\u0632\u064a\u0646 \u0646\u062a \u0627\u0633\u0631\u0639 \u0646\u062a \u0627\u0633\u0631\u0639 \u0645\u0646 \u0627\u0644\u0627\u0639\u0644\u0627\u0646\u201c,\u201d says AlNashmi.<\/p>\n
From this brainstorming session, the team refined their approach into a campaign that followed the story of a marketing agency discovering Zain\u2019s fast internet: they created the campaign name, shot the commercial, presented it to the Zain marketing team, who approved it, then went live. The customer views the commercial and reacts to it\u2026 ALL within 19 seconds!<\/p>\n
One of the main objectives of the campaign was to raise awareness among Kuwaiti citizens and residents that Zain had won five internationally recognised Ookla Internet Speed Awards. The campaign also aimed to support Zain\u2019s mission to attract new customers and encourage users of rival networks to switch.<\/p>\n
The tagline was deliberately simple: \u201c\u0632\u064a\u0646 \u0646\u062a \u0627\u0633\u0631\u0639 \u0646\u062a \u0627\u0633\u0631\u0639 \u0645\u0646 \u0627\u0644\u0627\u0639\u0644\u0627\u0646\u201c. Shareet Studios avoided corporate or complex phrasing, instead choosing everyday Kuwaiti words that could deliver the message instantly.<\/p>\n
\u201cWe wanted to have this chaotic style of a video that has a lot of things happening over each other and having mainly the repetition of \u0632\u064a\u0646 \u0646\u062a \u0627\u0633\u0631\u0639 \u0646\u062a \u0627\u0633\u0631\u0639 \u0645\u0646 \u0627\u0644\u0625\u0639\u0644\u0627\u0646.,\u201d says AlNashmi.<\/p>\n
This approach carried through to the script, which relied on short, overlapping lines to maintain pace and clarity. The language prioritised everyday, simple Kuwaiti wording as a way to target the Kuwait audience. The sunflower dress worn by one of the characters also paid homage to one of Zain\u2019s early commercials, created during its first rebrand.<\/p>\n
Although the commercial was in Arabic and primarily in a Kuwaiti dialect, it was designed to resonate with all nationalities living in Kuwait \u2014 including Egyptians, Saudis, Emiratis, Jordanians, and Lebanese. Since the largest share of Zain\u2019s customers are Kuwaiti, the dialect was chosen as the primary voice.<\/p>\n
The campaign targeted a broad audience, ranging from 15 to 55 years old. To reflect this, the commercial featured characters of varying ages throughout.<\/p>\n
Audience Response and Virality<\/p>\n
The video went on to reach 2.5 million views on Instagram, drawing over 1,000 likes and more than 60 comments.<\/p>\n
\u201cThe commercial was extremely engaging with the audience. The boring monotone, poker face mix style of dialogue was a new approach that was risky idea that we presented\u00a0 to Zain. But it resonated because we haven\u2019t seen it being tried before. Zain loved the approach and once the TVC went live, we saw a huge praise from the audience towards the commercial,\u201d says AlNashmi.<\/p>\n
Due to the short duration and chaotic style of the video, some viewers said they didn\u2019t get bored even after watching it 10 times in a row.<\/p>\n
He continues, \u201cThe surprising thing was seeing the audience actually using the tagline \u201c\u0632\u064a\u0646 \u0646\u062a \u0627\u0633\u0631\u0639 \u0646\u062a \u0627\u0633\u0631\u0639 \u0645\u0646 \u0627\u0644\u0627\u0639\u0644\u0627\u0646\u201d and memorising it. For a while we had some viewers saying that it was like an earworm we usually get when listening to an annoying song, as it was stuck in their heads, and they keep repeating it throughout the day \u201c\u0632\u064a\u0646 \u0646\u062a \u0627\u0633\u0631\u0639 \u0646\u062a \u0627\u0633\u0631\u0639 \u0645\u0646 \u0627\u0644\u0627\u0639\u0644\u0627\u0646\u201d. Other companies have posted their commercials about their fast internet service in Kuwait, and funny thing is we saw multiple users commenting \u201c\u0628\u0633 \u0647\u0644 \u0647\u0648 \u0627\u0633\u0631\u0639 \u0645\u0646 \u0632\u064a\u0646 \u0646\u062a \u0627\u0633\u0631\u0639 \u0646\u062a \u0627\u0633\u0631\u0639 \u0645\u0646 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u061f\u201d.\u201d<\/p>\n
According to AlNashmi, in today\u2019s attention economy, the main goal of any commercial is to convey the brand message and keep viewers watching until the end. With short attention spans and the ease of swiping past content, it\u2019s increasingly difficult to hold audience attention. This commercial achieved one of Shareet Studios\u2019<\/a> highest completion rates, with a significant percentage of viewers watching it all the way through.<\/p>\n \u00a0<\/p>\n Credits:<\/p>\n Client \u2013 @zainkuwait<\/p>\n Creative & PH- @shareet.studios<\/p>\n Producer \u2013 @homood_alk<\/p>\n Director\/Editor \u2013 @malnashmi<\/p>\n Production Manager \u2013 Wessam<\/p>\n Casting Agency- @shareet.studios.cast<\/p>\n Executive Director \u2013 @7amani_hussain<\/p>\n 2nd AD \u2013 @nadaelsayed480<\/p>\n Dop \u2013 @bjbohindi<\/p>\n Gaffer \u2013 @fesalalnoori1<\/p>\n Stylist \u2013\u00a0 @yaraihabmahmoud<\/p>\n Prop Master \u2013 Rami<\/p>\n VFX \u2013 @azar.fx<\/p>\n Equipment & Lighting \u2013 @gorilla_rentals.ku<\/p>\n Mix & Master \u2013 @saad_alayoubi<\/p>\n Colorist \u2013 @wadhacolors<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"Shareet Studios\u2019 latest social media campaign for Zain aimed to position the internet service as the fastest in…\n","protected":false},"author":2,"featured_media":116004,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[53202,19384,55730,1638,55731,55732,55733,224,86,56,54,55,55734],"class_list":{"0":"post-116003","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-internet","8":"tag-awareness","9":"tag-branding","10":"tag-fastest-internet-in-kuwait","11":"tag-internet","12":"tag-mohammed-alnashmi","13":"tag-ooh","14":"tag-shareet-studios","15":"tag-social-media","16":"tag-technology","17":"tag-uk","18":"tag-united-kingdom","19":"tag-unitedkingdom","20":"tag-zain"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/116003","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=116003"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/116003\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/116004"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=116003"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=116003"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=116003"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}