Batelco DM GOOD CALL by Fortune Promoseven Bahrain

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Industry Mobile Communications
Media Direct marketing
Market Bahrain
Agency Fortune Promoseven Bahrain
Art Director Fadi Yaish, Yahya Ismail
Copywriter Steve De Lange
Photographer Ali Al Riffai
Illustrator Muhammad Mustafa
Released August 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: BATELCO
Product/Service: RAMADAN PROMO
Agency: FP7/BAH
Date of First Appearance: Aug 9 2010
Entrant Company: FP7/BAH, Manama, BAHRAIN
Entry URL:
Creative Director: Fadi Yaish (FP7/BAH)
Art Director: Fadi Yaish (FP7/BAH)
Art Director: Yahya Ismail (FP7/BAH)
Copywriter: Steve De Lange (FP7/BAH)
Mobile App Developer: (Omnitoons)
Interface Designer: Fadi Yaish (FP7/BAH)
Agency Integrated Producer: Mar Wai May (FP7/BAH)
Illustrator: Muhammad Mustafa (FP7/BAH)
Photographer: Ali Al Riffai
Media placement: Good Call Mobile APP - ITunes, Microsite - 9 AUG 2010

Describe the brief/objective of the direct campaign.
For Muslims worldwide, Ramadan is the month of charity, togetherness and good deeds. It is also a month when every brand tries to boost business, cluttering the advertising scene with typical promotions and greeting messages.
Batelco, Bahrain's leading Telecommunications Company didn't want to just wish people a Happy Ramadan but to give them one. We thought what if every Batelco user in Bahrain, the GCC, Jordan and India did one Good Deed every day through our network, which spread all across the world? That was the Good Call Initiative's principle. Starting a social movement with one Good Call a day.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created an iphone and Android application downloadable at the iTunes store and the Good Call microsite which had various layers of engagement and sharing. Through Facebook, Twitter, Email, SMS integration Good Calls were shared. The application generated a daily new Good Call spreading love, peace, joy and other human values.
People got directly involved suggesting Good Calls, an interactive forum enabled them to share Good Call experiences. A live counter measured daily total Good Calls, tracking the initiative's direct impact. The application counted individual Good Calls, a leader board with statistics motivated people to make more Good Calls.

Explain why the creative execution was relevant to the product or service.
Being an initiative which spread love, joy, peace, warmth while being rooted in telecommunications at the same time, the Good Call Initiative directly enabled Batelco to not just wish people a happy Ramadan but to give them one. It's digital nature on the mobile and online platforms enabled people to be directly engaged with the Good Call Initiative while empowering and spreading the campaign themselves.

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.
During Ramadan.
- Over 300,000 application downloads from 32 countries
- Over 8,733,512 Good Calls made, almost 9 times Bahrain's population.
- Over 4,667,454 messages and 2,282,110 emails, twitter and Facebook push.
- Hundreds of thousands of interactions on the mobile forum
- A record 583,172 Good calls were made in one day.
- Batelco reported a 22% increase in calls from the previous Ramadan.
The Good Call initiative united individual acts of good deeds into a significant global movement.