| Brand | BATELCO |
| Product/Service | BATELCO |
| Entrant | ‿ AND US Dubai, UNITED ARAB EMIRATES |
| Category | Corporate Image, Communication & Reputation Management |
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Idea Creation
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‿ AND US Dubai, UNITED ARAB EMIRATES
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Media Placement
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‿ AND US Dubai, UNITED ARAB EMIRATES
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PR
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‿ AND US Dubai, UNITED ARAB EMIRATES
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Production
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STUDIO MELT Dubai, UNITED ARAB EMIRATES
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Why is this work relevant for PR?
This work succeeded in generating positive brand sentiment for Batelco and was the number one trending hashtag in Bahrain for two weeks
Background
During the Coronavirus lockdown, thousands of frontline workers were rightly being honoured as they put themselves on the line for the greater good of society. But they weren't the only ones who made sacrifices. All over the world, millions of everyday people were also self-isolating at home for the greater good. Our brief was to cast a spotlight on the regular people and thank them for their sacrifices.
Describe the creative idea (20% of vote)
We launched Stay At Home heroes, a poster series and bespoke Snapchat Lens designed to honour everyday people for their sacrifices during lockdown. Our societies honour military heroes with medals and commendations for their bravery, courage and sacrifice. In this idea we celebrated everyday people for coping with the new, everyday challenges they faced as they worked, home-schooled and otherwise tried to keep things together as they self-isolated from home with their families.
Describe the PR strategy (30% of vote)
Everyone made sacrifices during lockdown, and this idea sought to cast a spotlight on what a vast swathe of the population was going through. By branding everyone as a Stay At Home Hero for the simple act of staying at home, we celebrated everyday Bahrainis at a time they very much needed to be celebrated.
Describe the PR execution (20% of vote)
A series of posters were placed in prominent areas all across Bahrain as well as on social media channels. A bespoke Snapchat lens was also created which allowed users to recreate our campaign visuals for themselves and share it across their social channels as well.
List the results (30% of vote)
#StayAtHomeHeroes was the number one trending hashtag in Bahrain for two weeks. We reached over 2.3 million, with 110k day one views. Participants from over 17 countries in the region used and shared our Snapchat lens.
Credits