Knowing no boundaries: Jack Morton helps Zain launch global rebrand
Since the early 1980s, Mobile Telecommunications Co. (MTC) rapidly advanced mobile technology in the Middle East and sub-Saharan Africa. As a result, 36 million customers with many cultural differences had a new commonality—open and instant access to communication and information.
In 2007, MTC executives decided to unite its national divisions under one, new global brand—Zain. The name (which means "beautiful, good and wonderful" in Arabic) highlights that Zain customers enjoy "the good life" marked by excellence in mobile telecommunication and connection to the world.
MTC wanted to launch the new global identity to 12,000 employees and VIPs in Kuwait, Bahrain, Jordan and Sudan. They looked to Jack Morton Worldwide to create multiple events that celebrated brand values and addressed future plans as Zain evolved from several regional players to one company with international reach. Although a global brand demands consistent design, branding and messaging, Jack Morton recognized the importance of lending local, cultural appeal to each event and the need to have a deep understanding of business in each region.
To pull it off, the agency overcame vast differences in culture, business and government. Four agency teams worked locally but collaboratively to deliver simultaneous experiences infused with Zain's brand values—heart, belonging and radiance.
At each locale, guests arrived to a reception full of theatricality and celebration. Local dancers and musicians provided regional flair while the venues shared similar environmental elements—from the color of drinks to furniture, fabrics and scenery. After the reception, guests moved to the main auditorium, where open seating provided a feel of familial ease.
With everyone settled, four local celebrity hosts led a unified countdown before a satellite link-up of all venues. After a short brand video, all four regional CEOs came together to deliver a single cohesive presentation about Zain's goals of becoming a global telecom leader. As one CEO finished his sentence, the story was picked up without pause by his counterpart in another location. It was a simple yet powerful display of the brand's promise—integration through open communication.
The Global CEO, Dr. Saad Al Barrak, provided final remarks at the end of the satellite connection. As a parting shot for guests, local artists closed the evening with cultural dance and music interpreting Zain's central message—open communication, integration and community.
After the launch, Dr. Al Barrak said: "Launching a new global brand like Zain, we definitely wanted a company with world-class standards. Also, we wanted an agency that would understand our values and what we stood for so that such would be reflected in the events. We were very confident we were working with one of the best and they proved up to the task."
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