Giving Digital Zone a Name in Every Home

Digital Zone is a leading e-payment platform in Iraq, offering everything from mobile top-up cards to streaming subscriptions, cinema tickets, and digital vouchers. Despite the platform’s massive success—surpassing one million monthly transactions—there was one major challenge: people were using the service without remembering the brand’s name. The awareness gap was clear. Digital Zone was powering millions of daily digital experiences, but the brand itself remained invisible in the minds of customers. At MEDWR, our task was to change that. We needed to bring Digital Zone’s name to life, to make it memorable and embedded in everyday conversations. We crafted a campaign rooted in relatable, everyday situations—those simple moments when someone buys internet data, activates a subscription, or recharges their balance. To capture this authenticity, we collaborated with well-known street personalities and influencers who represented real people and real needs. Through short, story-driven ads, they embodied scenarios every Iraqi could connect with.