Batelco DM INFINITY by Fortune Promoseven Bahrain

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Industry Business equipment & services, Corporate Image
Media Direct marketing
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: Direct Response Digital: Other Digital Platforms
Advertiser: BATELCO
Product/Service: BATELCO
Agency: FP7/BAH
Date of First Appearance: Oct 28 2010
Entrant Company: FP7/BAH, Manama, BAHRAIN
Entry URL:
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)
Producer: Joyce Hadife (City Films)
Director / VFX Supervisor: Alex/Steffen (Unexpected)
Executive Producer/Producer: Carlo Trulli/Peter Oad (Spy Films)
Music / SFX: Fabrice Smadja/Pascal Ebony (AOC)
Digital Supervisor: Marcel Kornblum/Mark Pytlik (Stink Digital)
Agency Integrated Producer: Mar Wai May (FP7/BAH)
Programmer: Ali Saleh
Media placement: Interactive Custom Made Kiosk - Airport - Malls - Batelco Branches - 28 Oct 2010
Media placement: TV SCREEN + MONITOR DISPLAY - Sharaf DG - 28 Oct 2010

Describe the brief/objective of the direct campaign.
Bahrain's leading telecommunications company, Batelco wanted to establish and communicate their new brand positioning of 'Bringing Ideas to Life' via a corporate film to create regional and international brand recognition, due to their continuing expansion plans.
Being Batelco's domestic market and Group Head Office, Bahrain was priority. The budget was not sufficient to cover even the media cost to achieve our objectives. To reach our audience around the world, we had to maximize the power of social media. While in Bahrain we had to engage people in an innovative manner that encouraged direct interaction with Batelco and their new positioning.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created Batelco INFINITY - A viral interactive film using Facebook's social media as its platform. Played through a Facebook application embedded with an interactive layer enabling webcams, Viewers would see themselves in the film integrated with the core idea. A snapshot would be uploaded on Facebook.
Bringing alive the same interactive experience and encouraging direct interaction we played INFINITY on television screens and monitors within the Gulf's leading electronics chain Sharaf DG with active webcams around the store. We played INFINITY on Interactive kiosks with webcams at Bahrain's International Airport and on custom built kiosks at Bahrain's leading malls.

Explain why the creative execution was relevant to the product or service.
With our budget constraints, the online medium was the most cost-effective manner to reach our global target audience. INFINITY's Interactive Facebook application enabled Batelco to break through the online medium by which people furthered the impact of the corporate film around the world.
To directly engage the people of Bahrain with Batelco's new brand positioning,
- At Bahrain's International Airport over 800,000 monthly transit passengers were exposed to and interacted with INFINITY
- At Sharaf DG over 100,000 daily visitors directly interacted with INFINITY.
- At Bahrain's leading malls Over 300,000 people engaged daily with INFINITY

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.
Batelco INFINITY became one of the biggest Facebook Interactive virals
- 70% of Bahrain's Facebook Community are fans.
- Over 210,000 fans from over 110 countries and growing,
- Over 2,430,000 wall impressions
- Averaging over 83,000 daily post views and 2200 daily new Likes
Batelco INFINITY ranked No.8 in World Viral Videos and posted on a new website or blog at the rate of 1 post per minute.
But the true achievement of INFINITY were the thousands of fan photos which brought to life the real emotion, attachment and involvement of the people through the INFINITY experience.