THE GREETING CARD by Fortune Promoseven Bahrain for Batelco

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THE GREETING CARD

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Industry Internet Service Providers, Telecommunications Services
Media Direct marketing
Market Bahrain
Agency Fortune Promoseven Bahrain
Art Director Fadi Yaish, Lara Hamman
Copywriter Steve De Lange
Illustrator Muhammad Mustafa
Released January 2011

Credits & Description

Category: Flat Mailing
Advertiser: BATELCO
Product/Service: BROADBAND
Agency: FP7/BAH
Date of First Appearance: Jan 6 2011
Entrant Company: FP7/BAH, Manama, BAHRAIN
Creative Director: Fadi Yaish (FP7/BAH)
Art Director: Fadi Yaish (FP7/BAH)
Art Director: Lara Hamman (FP7/BAH)
Copywriter: Steve De Lange (FP7/BAH)
Illustrator: Muhammad Mustafa (FP7/BAH)
Media placement: 7 Custom Made Greeting Cards + Envelopes - Distributed To 62000 Customer - 6 Jan 2011

Describe the brief/objective of the direct campaign.
Batelco, Bahrain's leading Telecommunications Company, wanted to announce to all their broadband subscribers across five packages, that their package had been automatically upgraded.
Our insight was that on different occasions, people collectively write personal messages on cards to express their sentiments and affection.
We created seven congratulatory cards, specifically designed to look exactly like clichéd store-bought cards - complete with a fictional greeting card company logo... just as if someone from Batelco had gone out of their way to buy the greeting card from a gift shop.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The challenge was now to personalize 62,000 cards with real, heartfelt messages of congratulations.
But we had to make it believable. To ensure that people knew that their cards had not been churned out of a copier, they had to witness the event. So we invited them to watch the signing streamed live on Batelco's website. And over the course of one weekend, we got Batelco employees to personally fill every card with congratulatory messages, seal every envelope and write every address – all by hand. The cards were then individually mailed to each of Batelco's 62,000 subscribers.

Explain why the creative execution was relevant to the product or service.
Mass printed direct mailers often feel cold and impersonal, and did not fit in with the celebratory nature of our announcement. The announcement had to be in keeping with the scope of the upgrades.
The cards were individually mailed to each of Batelco's subscribers over the New Year, making the package upgrades and the Greeting Card even more relevant to the occasion.

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.
No other company had ever written that many personalised cards to such a large group of people. Subscribers felt valued, special and appreciated when they received their personalised card in the mail. In return, Batelco received over 55,000 calls from people showing their appreciation. Batelco began with an ordinary announcement, and ended up with 62,000 friends.