2011 Winners & Shortlists

The Brief

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 wasn’t even enough to cover the media cost to achieve our objectives and had to be channeled wisely.

Describe how the promotion developed from concept to implementation

We created Batelco INFINITY - A viral interactive film using Facebook’s social media as its platform. Played through a Facebook application embedded with an interactive layer enabling webcams, Viewers would see themselves in the film integrated with the core idea. A snapshot would be uploaded on Facebook. Promoting the same interactive experience beyond the web, we played INFINITY on television screens and monitors within the Gulf’s leading electronics chain Sharaf DG with active webcams around the store. We played INFINITY on Interactive kiosks with webcams at Bahrain’s International Airport and on custom built interactive kiosks at Bahrain’s leading malls.

Describe the success of the promotion with both client and consumer including some quantifiable results

Batelco INFINITY became one of the biggest Facebook Interactive virals - 70% of Bahrain’s Facebook Community are fans. - Over 210,000 fans from over 110 countries and growing, - Over 2,430,000 wall impressions - Averaging over 83,000 daily post views and 2200 daily new Likes   Batelco INFINITY ranked No.8 in World Viral Videos and posted on a new website or blog @1 post per minute.   But the true achievement of INFINITY were the thousands of fan photos which brought to life the real emotion, attachment and involvement of the people through the INFINITY experience.

Explain why the method of promotion was most relevant to the product or service

With our budget constraints, the online medium was the most cost-effective manner to reach our global target audience. INFINITY’s Interactive Facebook application enabled Batelco to break through the online medium by which people furthered the impact of the corporate film around the world. To promote Batelco’s new brand positioning the people of Bahrain. - At Bahrain’s International Airport over 800,000 monthly transit passengers were exposed to and interacted with INFINITY - At Sharaf DG over 100,000 daily visitors directly interacted with INFINITY. - At Bahrain’s leading malls Over 300,000 people engaged daily with INFINITY.