The World Cup’s advertising scene is cluttered with typical promotions by official sponsors and every other brand.
Batelco, Bahrain’s leading telecommunications company wanted to become the face of the World Cup in Bahrain and be perceived as an official sponsor.
In football, for every moment worth celebrating, come moments worth debating. So we did what a telecom company does best - getting people to talk.
We created Debate the Game, traveling with Batelco’s backdrop, two mikes, two chairs to where fans were. Debates were streamed live on Batelco’s website before games, at halftime and post match. Debate videos were uploaded daily on Facebook & Youtube, leading to thousands more debates. We distributed World Cup offers at venues. At Bahrain’s cinemas we streamed live debates and hosted live radio debates.
Media followed our booth and splashed the campaign nationally. Debate videos on Facebook generated over 50,568 multi-layered interactions from 22 countries.
Success of the Campaign
During the World Cup, Postpaid mobile package subscribers increased by 69%. Broadband subscribers increased by 16%. BlackBerry subscribers increased by 16%.
Media followed our booth and splashed the campaign nationally, generating free media publicity worth over USD 125,000.
Debate videos on Facebook generated over 50,568 multi-layered interactions from 22 countries, getting an average of 32,000 daily post views and over 900,000 wall impressions. People downloaded debate videos and even posted their own cuts.
For Bahrain’s football fans, Batelco became the very face of the World Cup.
And there was no debating that.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We created ‘Debate the Game’ - the platform for fans to discuss, analyse and argue the game.
Promoted via print and outdoor, our Debate the Game booth traveled with a Batelco backdrop, two mikes and two chairs, to where fans were and we invited them to debate the game with us. Fans followed our booth daily via a schedule on the Debate the Game microsite.
Debates were streamed live on Batelco’s website before the game, at halftime and post game.
Debate videos were uploaded daily on Facebook and Youtube, leading to thousands more debates, comments, tags, uploads, downloads and multi-layered interactions between the people
Distributing World Cup offers at debate venues,we enabled people to carry on the debate on other platforms. At Bahrain’s cinemas which screened live matches, we streamed live debates before the game, at halftime and after the game. On Radio, we hosted live debates.