SUPERSONIC by Fortune Promoseven Bahrain for Batelco

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SUPERSONIC

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Industry Records & Cinema Production
Media Direct marketing
Market Bahrain
Agency Fortune Promoseven Bahrain
Art Director Joel Gershom
Copywriter Fadi Yaish, Joel Gershom, Aunindo Anoop Sen
Designer Mustafa Kawtharani
Released December 2010

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Advertiser: BATELCO
Product/Service: AUDIO SIGNATURE
Agency: FP7/BAH
Date of First Appearance: Dec 26 2010
Entrant Company: FP7/BAH, Manama, BAHRAIN
Entry URL: http://www.batelco.com/showcase/supersonic/
Creative Director: Fadi Yaish (FP7/BAH)
Designer / Composer: Joel Gershom (FP7/BAH)
Designer: Mustafa Kawtharani (FP7/BAH)
Art Director: Fadi Yaish (FP7/BAH)
Copywriter: Fadi Yaish (FP7/BAH)
Art Director: Joel Gershom (FP7/BAH)
Copywriter: Joel Gershom (FP7/BAH)
Copywriter: Aunindo Anoop Sen (FP7/BAH)
Agency Integrated Producer: Mar Wai May (FP7/BAH)
Media placement: SUPERSONIC AUDIO CD - GIVEAWAY AT Night Clubs, Rsturants, Lounges - 26 Dec 2010
Media placement: Custom Made Interactive Kiosks - MALLS, SHARAF DG, BATELCO BRANCHES - 26 Dec 2010

Describe the brief/objective of the direct campaign.
In an environment already cluttered with Brand Audio Signatures, Batelco - Bahrain's leading telecommunications company - wanted to create a new one of their own. For their Audio Signature to stand out, it didn't just have to be heard, but loved.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We composed a new Batelco Audio Signature. Using its melody, we composed five different tracks in popular genres.
They became SuperSonic - the Batelco Audio CD, and sent to Bahraini DJs, who played them in nightclubs, restaurants and lounges. People soon requested the tracks. We gave the CDs to clubbers. The CDs promoted online pages where tracks were downloaded as songs & ringtones. Free copies of Batelco's CD were placed in iPod powered kiosks at malls. A $2 donation to charity could also be made for the CD. Tracks were also used as call waiting tones for Batelco's Call Center.

Explain why the creative execution was relevant to the product or service.
These CD's targeted the youth of Bahrain, who are 65% of the population, in the environments where they traditionally spend most of their time. By turning the Batelco Audio Signature into a full length, funky track, we could expose the maximum amount of people to it in a non-advertising environment and allow it to seep into the airwaves naturally.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In two weeks, over 100,000 SuperSonic CD's had been distributed,of which 40,000 were paid for towards charity. It was played 44,000 times and downloaded 21,000 times online, and generated thousands of comments, Likes and Tweets. At Batelco's Call Center, we turned 6000 daily calls to 6000 audio branding opportunities. Without one advertisement, SuperSonic resonated across Bahrain and Batelco became part of its urban culture. The tracks were heard all across the Kingdom, on car speakers, iPods, on mobile phones & in nightclubs. For the first time ever,an Audio Signature didn't just move the people, it got them dancing.