NOTEPAD by Fortune Promoseven Bahrain for Batelco

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NOTEPAD

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
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 Use of Outdoor
Advertiser: BATELCO
Product/Service: CSR
Agency: FP7/BAH
Date of First Appearance: Jul 27 2010
Entrant Company: FP7/BAH, Manama, BAHRAIN
Entry URL: http://www.youtube.com/watch?v=6WUVq4mFWKc
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: 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

Insights, Strategy & the Idea
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.

Creative Execution
We collected used sheets of paper in boxes 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. As we discovered checking with Xerox, this was safe for printers. 8 Different environmental communication messages were designed as notepad and ream covers on different topics like the conservation of electricity, oxygen, water & more. In the same vein as our notepads, our outdoors was printed on the back of old BATELCO posters. These were spread across the mall floors and car parks of Bahrain’s City Centre and Seef Malls. Our re-printed posters were also present in key locations across Bahrain extending the campaign’s impact further. We were able to not just convey our message effectively, but lead by example too.

Results and Effectiveness
We cut paper consumption of BATELCO offices around the network by 50% - The campaign became an environment awareness message for Bahrain, becoming 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. 
- The campaign incurred no cost and generated over USD 294,429 worth of unpaid media publicity. Union Press re-printed our posters for free; Kassab Media and Bahrain’s two biggest malls sponsored all their sites. BATELCO’s network was inspired to initiate the practice of re- printing on the back of old posters.