GOOD CALL by Fortune Promoseven Bahrain for Batelco

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GOOD CALL

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Industry Mobile Communications
Media Promo & PR, Case study
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: Best Use of Integrated Media
Advertiser: BATELCO
Product/Service: RAMADAN PROMO
Agency: FP7/BAH
Date of First Appearance: Aug 9 2010
Entrant Company: FP7/BAH, Manama, BAHRAIN
Entry URL: http://www.batelco.com/showcase/goodcall/
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: Posters, Magazine Print, Newspaper Print, Digital - GAZ, ARABIAN MOTORS, CO-EDZ, ALAYAM, ALWASAT, BAHRAIN TRIBUNE - 9 AUG 2010
Media placement: Outdoor MEGACOM, BILLBOARDS, ROOF TOPS - Adliyah, Manama, Al Fateh, Rifaa, Muharaq, Hoora, Tubil - 9 AUG 2010
Media placement: Microsite - Batelco.com/goodcall - 9 AUG 2010
Media placement: Good Call Mobile APP - ITunes, Microsite - 9 AUG 2010
Media placement: IN STORE - PAOTERS, FLYERS, WALL BACKDROP - All Batelco Branches - 9 AUG 2010

Insights, Strategy & the Idea
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 started doing one Good Deed every day through our network, which spread all across the world? That was the Good Call Initiative’s principle. To start a social movement with one Good Call a day.

Creative Execution
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 and 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 while an interactive forum enabled them to share Good Call experiences. A live counter measured the day’s total Good Calls and tracked the initiative’s direct impact. Increasing participation, the application counted individual Good Calls while a Leader board with Statistics motivated people to make more Good Calls.

Results and Effectiveness
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 mobile forum - Record 583,172 Good calls made in one day. BATELCO reported a 22% increase in calls from the previous Ramadan but the campaign didn’t just benefit them. Extending the Good Call effect, BATELCO gave back to society through charity initiatives in medical care, childcare and education. The initiative united individual acts of good deeds into a significant global movement.