2011 Winners & Shortlists

The Campaign

For Muslims worldwide, Ramadan is the month of charity, togetherness and good deeds. It’s also a month when every brand tries to boost business, cluttering the advertising scene with typical promotions and greetings. Batelco, Bahrain’s leading telecommunications company didn’t want to just wish people a Happy Ramadan but to give them one. We thought what if every Batelco user in Bahrain, the GCC, Jordan and India started doing one Good Deed every day through our network, which spread all across the world? That was the Good Call Initiative’s principle. Starting a social movement with one Good Call a day. We created an iPhone and Android application integrated with all sharing platforms. The application generated a daily new Good Call and was empowered with Good Call Suggestions, interactive forum, live counter and a Leaderboard with statistics. Over 8,733,512 Good Calls were made from 32 countries with over 300,000 application downloads.

Success of the Campaign

During Ramadan. - Over 300,000 application downloads from 32 countries - Over 8,733,512 Good Calls made, almost 9 times Bahrain’s population. - Over 4,667,454 messages and 2,282,110 emails, twitter and Facebook push. - Hundreds of thousands of interactions on the mobile forum - A record 583,172 Good calls were made in one day. Batelco reported a 22% increase in calls from the previous Ramadan and extending the Good Call effect, they gave back to society with charity initiatives in medical care, childcare and education. The Good Call initiative united individual acts of good deeds into a significant global movement.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We created an iPhone and Android application downloadable from the iTunes store and the Good Call microsite. Print and outdoor communicated the essence of the initiative and promoted the download links. The microsite and application had various others layers of engagement and sharing like Facebook, Twitter, Email and SMS integration through which Good Calls were spread from one person to the other. The application generated a daily new Good Call spreading love, peace, joy and other human values. People got involved, suggesting Good Calls themselves while an interactive forum enabled people to share their Good Call experiences. A live counter would measure the day’s total Good Calls and track the impact of the initiative. To increase individual participation, the application counted the person’s individual Good Calls daily while a Leaderboard with Statistics motivated people to make more good calls.