2017 Winners & Shortlists


Product/ServiceTHE SMART BUS
EntrantFP7/BAH Manama, BAHRAIN
CategoryCreative Innovation
Idea Creation FP7/BAH Manama, BAHRAIN
Media Placement FP7/BAH Manama, BAHRAIN

The Campaign

To protect children, we created THE SMART BUSES; a cutting edge IoT and ICT vehicle solution using Batelco’s mobile technologies, for Bahraini schools, school children and their parents. The buses keep children safe from the neglect and the oversight in school buses that used to lead to children dying unnecessarily in Bahrain. Since children aren’t allowed mobile phones in schools, there is no way for parents to keep a track of their children’s safety while they’re in buses. So, we have implemented a solution using Batelco’s innovative telecom technology, giving power to parents and helping them ensure safer journeys for their children.

Creative Execution

The buses are designed using Batelco’s innovative mobile, IoT and ICT technologies. A smart monitoring system registers the number of children on every journey, counts the children in and out. With a 4G connector providing WiFi on the go, the system notifies the school and parents of the missing children or those left behind. Additionally, the school and parents can monitor the location of their respective bus via GPS and know the arrival time at school and also, at home. With driver identification built into the system, the solution also ensures the drivers abide by traffic rules and regulations by allowing parents and the school to monitor the speed of their bus. A camera with network video recording (NVR) and a sound sensor detects signs of distress among the children And temperature control systems control the heat, especially during the unbearable summers.

If one saves a life, it is said to be equivalent to saving all mankind. Post-implementation of the idea, it’s fulfilling to report that no child has died in a school bus. The brand benefitted too. According to Batelco CEO, Muna Al Hashemi, this vehicle solution is in big demand from transport authorities. 1) Innovation equity increased from 35% to 49%, while competitors declined from 35% to 26% (Zain) and from 30% to 25% (Viva). 2) 222 buses deployed. 3) $1.32 million in sales (Avg. cost per bus solution = 2250 Bahrain Dinar i.e. $5965). 4) Sales Return per Bahraini Dinar spent on Marketing: 560%. 5) A 44% increase in overall ICT products revenue after the launch of The Smart Buses. It attracted attention from media and people in Bahrain, MENA, United States, UK, Europe, Russia, India, and Africa, leading to an earned media value of $538,000.

Innovation is meant to solve human problems. This does just that. It’s an effective example of showcasing a full suite of IoT and ICT products and technologies by a telecommunications brand, under one meaningful solution that is designed for the safety of future generations in Bahrain. It paves the way for telecommunication brands to go beyond advertising their products, services and experiences and influence improvement of lives through technology. It sets a new benchmark in the telecommunications sector in the Middle East region (and potentially for the world too) as it leverages technology to keep school children safe.


Name Company Role
Ehab Lori FP7/BAH Managing Director
Amit Kapoor FP7/BAH Creative Director
Tahaab Rais FP7 MENA Regional Head of Strategic Planning / Creative Strategy Director
John Fayek FP7/BAH Art Director
Umar Achraf FP7/BAH Consumer Engagement Manager
Amit Kapoor FP7/BAH Creative Director
Raju Nelluvaya FP7/BAH Art Director
Mohamed Sabra FP7/BAH Senior Account Director
Heba Yousafali FP7/BAH Account Executive
Mohamed Ismail FP7/BAH Studio Manager
Noha Alaa FP7/BAH Media Executive
Talking Pictures Productions Talking Pictures Productions Production House
Abdulla Abuidrees Batelco Marketing Communications Senior Manager
Video URL