2014 Winners & Shortlists

Results and Effectiveness

Each interaction became an act of good will, resulting in the gift of a food basket to the hungry or clothing donated to orphans. 55,000 SMSs brought smiles to a fellow Iraqi in need. Brand health tracker saw an increase across “Trustworthiness,” “Positive Contribution” and “Helps Iraq;” each measure contributing to AsiaCells image as a unifying Iraqi brand.

Creative Execution

A smile is the beginning of every community. During Ramadan, media habits reflect the lifestyle. More time is spent at home increasing TV viewership. Mobile & digital usage peaks as friends & family connect more often. AsiaCell announced Basma (translates to “smile”) during the highest viewed Ramadan series. Drawing a smile from people’s faces. We offered people the chance to pass it forward by sending a free SMS to Basmas short code, instigating AsiaCells donations to local charities. The more SMS’s, the more smiles induced. Charity grows through conversation and so would Basma. We engaged our 1 million Facebook fans to share their smiles through pictures using #Basma through our Facebook & Instagram applications. The Facebook “Smile of the Day” maintained engagement throughout the entire campaign. Our dynamic cover photo automatically updated the number of smiles shared in real time. Using interactive display TV spots, this was mirrored on TV.

Insights, Strategy and the Idea

In a small nation borne from the Syrian Desert, 11 ethnic groups and 5 religions co-exist in mutual self-preservation. Iraq is only united through shared hardships as 25% of the population live below the poverty line. People lost faith in the government and even Iraqi brands. As such, there is an over-reliance on the support of international organizations, causing them to lose sight of their ability to help each other build to a brighter future. When armies invaded in 2003, communication as we know it came to a halt as all land lines were destroyed. Without a reliable communication network, there would never be a unified Iraq. As the first and only mobile provider to achieve national coverage, Asiacell works toward a unified self-reliant Iraq. Ramadan is a season where communities unite through charity and prayer. Asiacell wanted to ignite this spirit of community among Iraqis, for Iraqis.