2011 Winners & Shortlists

Results and Effectiveness

People took INFINITY on over 3,500 blogs in over 80 languages generating video hits, conversations and layers of engagement well beyond counting.   INFINITY became 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. - Posted on a new website or blog @1 post per minute - World‘s 8th most Viral Video.    Thousands of fan photos brought alive people‘s emotion, attachment and involvement with INFINITY.

Creative Execution

We created Batelco INFINITY. A 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. We screened two trailers in succession at Bahrain’s cinemas before movies. INFINITY’s Facebook address and launch date appeared at the end. With curiosity abuzz, we launched the film and gave people our movie experience, before theirs. Bringing alive INFINITY’s interactive experience, 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.