2013 Winners & Shortlists

The Brief

As a continuation of the Batelco SMS contest promotion, the client wanted to communicate the campaign with audiences at home through a direct marketing tool that draws inspiration from the main creative concept. We wanted to introduce an intriguing element that would entice the target audience and lure them in to participate by recreating the surprise of wining something when you least expect.

Creative Execution

The money wad was a key visual element in the entire creative campaign, it is an easily recognizable element that has an instant effect in delivering the message being communicated. We felt that a wad of money doubling as a flyer containing the information of the contest was smart as it recreated, albeit briefly, the sensation of finding/receiving/winning cash and simultaneously delivering the product details.

Describe the creative solution to the brief/objective.

In the main visual artwork, we see different people buried under a pile of cash with the phone in hand as they receive the SMS informing them of winning instant cash. To recreate that effect, we took the cash factor and presented it in flyer form. The flyers were designed as actual fake wads of money were placed in various public spaces, such as shopping malls, stores, coffee shops, benches, bus stops, pavements. This helped spread more awareness about the campaign.

Results

The response and participation levels were far higher than previously recorded. With 385,000 flyers printed and distributed across the Kingdom, a significant number of the population was reached in a direct and memorable way which encouraged repeated entries into the contest. The client recorded an increase of about 40% in SMS generated revenue.