Middle East and African mobile operator Zain presented a striking brand experience to announce its presence to visitors to the Mobile World Congress (formerly 3GSM) in Barcelona in February.

The aim was to launch Zain, which last year reorganised and rebranded from MTC, in Europe at the world's largest and most significant mobile industry event. The brand experience took place at a city location close to the congress, which enabled Zain to both meet with its key customer executives, as well as to make connections with other key industry influencers attending the show.

"All the 2,000 guests who visited complimented us on such a magnificent setting and service," said Dr Saad Al Barrak, chiefexecutive of Zain Group. "The ambience provided the perfect surroundings and enhanced the efficacy of all meetings."

Live agency Jack Morton Worldwide created the experience for Zain, having previously last year created and produced a series of live launch events last year, reaching a total of 12,000 people in four countries across the Middle East and Africa, for the companies brand launch. Julian Pullan, managing director of Jack Morton Worldwide, said: "We are delighted to have the opportunity to continue our partnership with Zain at this very exciting time as the brand continues its global development at this key industry event."