2011 Winners & Shortlists

Results and Effectiveness

People took it on over 3,500 blogs in over 80 languages generating video hits,open conversations and layers of engagement beyond counting. INFINITY became one of the biggest Facebook Interactive virals: over 210,000 fans from over 110 countries and growing over 2,430,000 wall impressions averaging over 83,000 daily post views averaging over 2200 daily new Likes. 70% of Bahrain’s Facebook Community became fans.   Reposted on blogs and websites @1 post per minute & ranked the 8th most shared Viral Video. Thousands of fan photos brought alive the real emotion, attachment and involvement of people through the INFINITY experience.

Creative Execution

We created INFINITY 3 minute 20 second viral film with Facebook’s social media as its platform. We played INFINITY through a Facebook application, embedded with an interactive layer enabling viewer webcams. Viewers would see themselves in the film integrated with the core idea. A snapshot would be uploaded on INFINITY Facebook. Two trailers were uploaded on leading web spaces directing traffic to INFINITY Facebook. Post-launch on Facebook, the interactive film, fan photos, making of videos, interviews and pictures generated various layers of interactivity and engagement between people.   Taking the digital experience beyond the web, we played INFINITY on interactive kiosks at Bahrain’s International Airport for over 800,000 monthly transit passengers and in Bahrain’s leading malls for over 300,000 daily visitors. For over 100,000 people daily, we played INFINITY on TV screens and monitors of the Gulf’s leading Electronics Chain Sharaf DG, with active webcams around the store.

Insights, Strategy and the Idea

Due to their continuing expansion plans, Batelco - Bahrain’s leading telecommunications company, had to create regional and international brand recognition. They wanted to establish and promote their new brand positioning of ‘Bringing Ideas to Life’ through a corporate film. Being Batelco’s domestic market and Group Head Office, it had to be specifically promoted in Bahrain. The problem was that the budget was not sufficient to cover even the media cost to achieve our objectives and had to be channeled wisely.