Zain Group, a leading mobile telecom innovator in eight markets across the Middle East and Africa launches its latest advertising campaign, #MakeTodayExtraordinary, partnering global social media company Instagram‘s launch of advertising across the Middle East.
Instagram, owned by Facebook and known for its picture-sharing platform, is launching advertising in the Middle East for the first time, allowing businesses to disseminate their campaigns on Instagram via a variety of formats including 15-second videos.
A select group of 11 prominent Middle East advertisers including Zain were selected by Instagram to be the exclusive launch partners for an initial period before the advertising platform is opened up to other interested parties on September 30, 2015.
Zain’s first-of-its-kind campaign was recently unveiled with country operations in Kuwait, Bahrain, Iraq, Jordan, Saudi Arabia, and ‘Touch’ in Lebanon participating. Zain’s campaign on Instagram was based on a series of videos, which taken together are entitled #MakeTodayExtraordinary, and highlight the amazing things that can be achieved when people take the time to do so.
Three high definition videos were commissioned, each following Instagram’s 15-second format, with the first showing phones assembled like puzzle pieces to form the shape of a heart; the second illustrating how with only a piece of paper an amazing origami flower can be created, while in the third video a shape of a cat is crafted out of an orange peel and given to a child who to that point had not wanted to eat her fruit.
All three videos end with the inspiring message, “Wonderful things could happen in a few seconds. Now imagine what you could do in a day…#MakeTodayExtraordinary”.
Commenting on the launch of the latest campaign with Instagram, Zain Group CEO, Scott Gegenheimer said, “As a leading digital lifestyle operator, Zain is not only the bringer of communications services, but also of hope and optimism, and we hope to relay this message to our customers, especially the youth through our Instagram videos that reinforce our brand promise to help create A Wonderful World.”
Lara Haddad, Zain Group’s Corporate Communications and Social Media Manager said, “Since Instagrammers are smartphone users, it was appropriate for Zain to be one of Instagram’s partners for the launch of their advertising across the region. Social media platforms such as Instagram are all about connecting people, and Zain is very much in the business of doing precisely that, so it’s a great fit. We are also keen to emphasize the positive aspects of life, and our #MakeTodayExtraordinary Instagram video campaign depicts that even the smallest things can make all the difference.”