2015 Winners & Shortlists

The Brief

In 2014, The Telecom Regulatory Authority of Bahrain (TRA) conducted an independent survey and ranked VIVA as the No. 1 network provider. One of these parameters was the ‘Best Voice Quality’. But more than communicating this to its customers, VIVA wanted them to experience this superior voice quality for themselves. The challenge was finding a relevant touch point. We knew that over 60% of VIVA’s customer base used the Customer Helpline on a daily basis. We knew that they would first need to go through an Interactive Voice Response System (IVR). That was our opportunity. We just needed an engaging idea.

Creative Execution

There’s couldn’t be a better way to communicate the promise of ‘Best Voice Quality’ than by using a brand interface that is completely audio based. The IVR as a touch point is known to be boring and presented us with the perfect opportunity to deliver our message while maximizing relevance. By using 3 distinct voices, not to mention 3 different genres of music, we were able to get a majority of VIVA’s customers to relate to the idea.

Describe the creative solution to the brief/objective.

We transformed the robotic, pre-recorded messages of the Interactive Voice Response System into an engaging experience by having the same instructions recorded in 3 distinct styles, in the 3 language options (Arabic, English & Hindi) that are typically made available to customers. To dramatize the benefits of the ‘Best Voice Quality’, we got a traditional Arabic singer, an opera singer for English and a Classical Indian singer, to record the IVR instructions. With 60% of customers calling the helpline for enquiries, our aim was to deliver VIVA’s promise of superior voice quality with every call they would make on the VIVA network.

Results

With 60% of our customers calling the helpline for various enquiries, we were able to maximize message relevance. Moreover, in using VIVA’s IVR System, we drove home the message of ‘Best Voice Quality’ in the most direct means possible. While leaving VIVA’s customers in no doubt as to who delivered the best optimum voice clarity.