NOTEPAD by Fortune Promoseven Bahrain for Batelco

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NOTEPAD

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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: Best Integrated Campaign Led by Direct Marketing
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: Print - Bahrain Tribune, Time Out, Fact, Codes, Mondanite, Shout, Bahrain Confidential - 27 July 2010
Media placement: Outdoor Mupi - Seef, Juffair, Riffa, Adliya, Diplomat And Sitra Area. - 27 July 2010
Media placement: Indoor Mupi - Bahrain City Centre And Seef Mall. - 27 July 2010
Media placement: RADIO - Bahrain Radio, 102.3 FM, SHABAB FM, 93.3 FM - 27 July 2010
Media placement: Interactive App - Facebook.com/batelco - 27 July 2010
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 Batelco's 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 re-printing on the blank
sides. Notepad and ream covers covered 8 Different environmental topics.
These notepad cover designs were turned in to ads and into indoor and outdoor posters
across Bahrain, printed on the back of Batelco's old campaign posters. The environment
communication messages became radio spots. The notepads inspired a Facebook application
generating online interactivity.

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.
Our Direct Mailers cut paper consumption of Batelco offices around the network by 50% Batelco's notepad became an environment awareness message for Bahrain and grew into a regional movement. 15 local companies and Batelco's regional network adopted the initiative and together will save 104 tonnes of paper, nearly 2200 trees. Xerox gave one recycling box to each of their printers.
With the support of all our media and production partners through sponsorships, the campaign incurred 0 cost of any kind, generating over USD 294,429 worth of unpaid media. We received over 320,000 Facebook tab impressions, 30% of Bahrain's population.