Batelco Case study INFINITY by Fortune Promoseven Bahrain

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INFINITY

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Industry Telecommunications Services
Media Case study
Market Bahrain
Agency Fortune Promoseven Bahrain
Art Director Fadi Yaish, Gautam Wadher
Copywriter Aunindo Anoop Sen
Producer Joyce Hadife
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: BATELCO
Product/Service: BATELCO
Agency: FP7/BAH
Date of First Appearance: Oct 28 2010
Entry URL: http://www.batelco.com/showcase/infinity/
Creative Director: Fadi Yaish (FP7/BAH)
Art Director: Fadi Yaish (FP7/BAH)
Art Director: Gautam Wadher (FP7/BAH)
Copywriter: Aunindo Anoop Sen (FP7/BAH)
Executive Producer: Marc Hadife (City Films, Beirut)
Producer: Joyce Hadife (City Films, Beirut)
Director/ VFX Supervisor: Alex & Seffen (Unexpected GmbH, Stuttgart)
Executive Producer/Producer: Carlo Trulli/Peter Oad (Spy Films, Toronto)
Music/SFX: Fabrice Smadja / Pascal Ebony (AOC, Paris)
Digital Supervisor: Marcel Kornblum / Mark Pytlik (Stink Digital, London)
Agency Integrated Producer: Mar Wai May (FP7/BAH)
Programmer: Ali Saleh
Media placement: Interactive App - Facebook, Microsite - 28 Oct 2010
Media placement: Viral Film - Youtube, Vimeo,.. - 28 Oct 2010
Media placement: Cenima - All CENICO CENIAMS - 28 Oct 2010
Media placement: Interactive Kiosk - Airport, Malls - 28 Oct 2010
Media placement: TV SCREEN + MONITOR DISPLAY - Sharaf DG - 28 Oct 2010
Media placement: IN-STORE - PAOTERS, FLYERS, WALL BACKDROP - Batelco Branches - 28 Oct 2010
Media placement: In Door Posters - Malls, CENICO Theaters - 28 Oct 2010

Describe the campaign/entry
Batelco wanted to establish their new positioning of ‘Bringing Ideas to Life’ to a global audience but the budget wouldn’t even cover the media cost. We created INFINITY, a viral film on Facebook’s social media. With an interactive layer that enabled webcams, viewer’s snapshots would be uploaded on Facebook. We also played INFINITY at Bahrain’s theatres, on interactive kiosks at Bahrain’s malls, Bahrain Airport and on the screens of the Gulf’s leading electronics chain with active webcams around the store. With over 210,000 Facebook fans from over 110 countries, people took INFINITY on over 3500 blogs at the rate of 1 post per minute, which ranked INFINITY as the World’s 8th most Viral film.

Describe how the campaign/entry was launched across each channel in the order of implementation
We created Batelco INFINITY – A 3 minute 20 second viral film with Facebook’s social media as its main platform. We played INFINITY through a Facebook application, embedded with an interactive layer enabling viewer webcams. Viewers would see themselves in the film integrated with the core idea. A snapshot would be uploaded on INFINITY Facebook.
At Bahrain’s leading cinemas, branding the cinema itself, we screened two trailers for INFINITY in two weeks, followed by the launch of the film. Bringing alive INFINITY’s interactive experience beyond the web, we played INFINITY in Bahrain’s leading malls on custom built interactive kiosks for over 300,000 daily visitors. We played INFINITY on kiosks with webcams at Bahrain’s International Airport for over 800,000 monthly transit passengers. For over 100,000 people daily, we played INFINITY on TV screens and monitors of the Gulf’s leading Electronics Chain Sharaf DG, with active webcams around the store.

Give some idea of how successful this campaign/entry was with both client and consumer
People took INFINITY on over 3500 blogs in over 80 languages generating video hits, conversations and layers of engagement well beyond counting. INFINITY became of the biggest Facebook Interactive virals:
- over 210,000 fans from over 110 countries and growing.
- over 2,430,000 wall impressions.
- averaging over 83,000 daily post views.
- averaging over 2200 daily new Likes.
- 70% of Bahrain’s Facebook Community became fans.
- Posted on a new website or blog at the rate of 1 post per minute.
- Ranked as the World‘s 8th most Viral Video.

Thousands of fan photos brought alive the real emotion, attachment and involvement of people through the INFINITY experience.