Batelco DM NOTEPAD 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, Lara Hamman
Copywriter Lara Hamman, Steve De Lange, Ryan Atkinson-Graphic Designer
Released July 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: BATELCO
Product/Service: CSR
Agency: FP7/BAH
Date of First Appearance: Jul 27 2010
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: Lara Hamman (FP7/BAH)
Copywriter: Ryan Atkinson (FP7/BAH)
Copywriter: Steve De Lange (FP7/BAH)
Graphic Designer: Fadi Yaish (FP7/BAH)
Media placement: Direct Mailer ( Note Pad, Paper Reem Cover) - Batelco Regional Network, 15 Corporations - 27 July 2010

Describe the brief/objective of the direct campaign.
Batelco, Bahrain’s leading Telecommunications Company, wanted to design a notepad for internal use. The problem was that environmental concern is not one of the highest priorities to the Bahraini community. With restricted land, Bahrain’s landfills need to be carefully controlled. Yet, of Bahrain’s daily waste 800 tonnes is comprised of recyclable paper. However chemicals used for recycling are not entirely environmentally friendly. Batelco’s 1600 employees in Bahrain use 16 million sheets of paper per year themselves. The challenge was to produce notepads for Batelco without adding to the problem.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We collected used sheets of paper in boxes placed around the Batelco office. The sheets were then flipped around, cut and turned into notepads to write on the blank sides. The rest of the paper was stacked, wrapped into reams and used for printing again on the blank sides, which as we checked with Xerox, wasn’t harmful to the printer. The notepads and the reams were mailed to Batelco employees around the network. Our notepad covers were 8 Different environmental communication messages, which covered topics such as the conservation of electricity, oxygen, water and more.

Explain why the creative execution was relevant to the product or service.
The environment communication messages were unusually, in a humorous light hearted vein and then drove the message at the end. Because only when people were interested would they first take notice and then act, by using every sheet of paper twice which would otherwise be used only once, our mailers directly influenced paper consumption and created awareness in Bahrain and the region.

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.
We cut paper consumption of Batelco offices around the network by 50%. What began as a notepad inspired 15 local companies and Batelco’s regional network to adopt the initiative and they together will save104 tonnes of paper or nearly 2200 trees It spread environmental awareness in Bahrain and grew into a regional movement.