Brand | BATELCO |
Product/Service | RAMADAN PROMO |
Entrant | FP7/BAH Manama, BAHRAIN |
Category | Use of Digital Media (Including Internet, Mobile Devices, etc) |
Entrant Company: | FP7/BAH Manama, BAHRAIN |
Advertising Agency: | FP7/BAH Manama, BAHRAIN |
Results and Effectiveness
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.
The Good Call initiative united individual acts of good deeds into a significant global movement.
Creative Execution
We created an iphone and Android application downloadable at the iTunes store and the Good Call microsite which had various layers of engagement and sharing. Through Facebook, Twitter, Email and SMS integration Good Calls were shared. The application
generated a daily new Good Call spreading love, peace, joy and other human values.
People got directly involved suggesting Good Calls while an interactive forum enabled them to share Good Call experiences. A live counter measured the day’s total Good Calls and tracked the initiative’s direct impact. Increasing participation, the application counted
individual Good Calls while a Leaderboard with Statistics motivated people to make more Good Calls.
Insights, Strategy and the Idea
For Muslims worldwide, Ramadan is the month of charity, togetherness and good deeds. It is also a month when every brand tries to boost business, cluttering the advertising scene with
typical promotions and greeting messages.
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. To start a social movement with one Good Call a day.
Credits
Fadi Yaish |
FP7/BAH |
Creative Director |
Fadi Yaish |
FP7/BAH |
Art Director |
Yahya Ismail |
FP7/BAH |
Art Director |
Steve De Lange |
FP7/BAH |
Copywriter |
|
Omnitoons, Singapore |
Mobile App Developer |
Fadi Yaish |
FP7/BAH |
Interface Designer |
Mar Wai May |
FP7/BAH |
Agency Integrated Producer |
Muhammad Mustafa |
FP7/BAH |
Illustrator |
Ali Al Riffai |
|
Photographer |