Why Go to Russia?
When you can have a better World Cup at home
Campaign Case Video
The Concept
While everyone else was hyping up the journey to Moscow, we flipped the script:
"Why go to Russia… when you can have a better World Cup at home?"
Zain's partnership with beIN Sports delivered an ultra-immersive World Cup experience directly to users — with HD streaming, multi-angle viewing, live replays, and zero travel headaches.
We turned the screen in your hand into the best seat in the house.
Execution
Print & Outdoor
A bold contrast between the chaos of attending the Cup in-person — weather, language, crowds — and the clarity of watching it all from your couch with Zain's powerful streaming setup. Split-screen visuals showing the uncomfortable realities of travel vs. the comfort of home viewing.
Social Media Campaign
- • Snapchat ads: humor-led snippets + call-to-stream
- • Twitter campaigns: daily match highlights + UGC reactions
- • Instagram stories: live match reminders
- • YouTube content: streaming experience showcases
Campaign Visuals
Creative execution across multiple touchpoints
Booked vs Comfort
Queuing vs Streaming
Stadium Food vs Home Comfort
Crowd Chaos vs Peaceful Viewing
Weather Problems vs Climate Control
Stadium Noise vs Clear Audio
Football Focus
Brand Colors
Match Action
Real Results
World Cup 2018 Campaign Performance
Snapchat
YouTube
Total Campaign Reach
Outcome
• Became Zain Kuwait's top-performing real-time digital campaign that year
• Set a new benchmark for mobile-first sports viewership
• Shortlisted at the Effie Awards — proving creative strategy + platform synergy = results
Why It Worked
We didn't sell data.
We sold comfort, access, and control — when everyone else was selling a plane ticket.
While the world booked flights, we booked screen time dominance.
Zain became not just a telco — but a World Cup experience partner.
