2015 Winners & Shortlists

Results and Effectiveness

With 60% of our customers interacting with the brand through the helpline, we were able to maximize message exposure and relevance. Moreover, in using VIVA’s IVR System, we created a new offline communication channel where customers could experience the best sound quality from Bahrain’s best network.

Creative Execution

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.

Insights, Strategy and the Idea

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 its for themselves. The challenge was finding a relevant touch point. We knew over 60% of VIVA’s customer base used the Customer Helpline everyday. We knew that they would first need to go through an Interactive Voice Response System (IVR). There’s couldn’t be a better way to communicate the promise of ‘Best Voice Quality’ than by using a brand interface that’s audio based. The IVR is a boring touch point and presented the perfect opportunity to deliver our message. By using 3 distinct voices and 3 different genres of music, we were able to get a majority of VIVA’s customers to relate to the idea.