SIM SIM O-NET by Fortune Promoseven Bahrain for Batelco

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SIM SIM O-NET

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Industry Computers & Computer Accessories
Media Promo & PR, Case study
Market Bahrain
Agency Fortune Promoseven Bahrain
Creative Director Fadi Yaish
Art Director Yahya Ismail
Copywriter Steve De Lange
Illustrator Muhammad Mustafa
Released May 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: BATELCO
Product/Service: SIM SIM O-NET DEVICE
Agency: FP7/BAH
Date of First Appearance: May 9 2010
Entrant Company: FP7/BAH, Manama, BAHRAIN
Entry URL: http://www.batelco.com/showcase/simsimonetinteractive/
Creative Director: Fadi Yaish (FP7/BAH)
Art Director: Yahya Ismail (FP7/BAH)
Copywriter: Steve De Lange (FP7/BAH)
Agency Integrated Producer: Mar Wai May (FP7/BAH)
Online Experience Developer: Fadi Yaish (FP7/BAH)
Illustrator: Muhammad Mustafa (FP7/BAH)
Media placement: VIRAL FILM - Youtube, FACEBOOK - 9 MAY 2011
Media placement: ONLINE INTERACTIVE CAMPAIGN - Facebook.com/simsim.onet - 9 MAY 2011

Insights, Strategy & the Idea
When BATELCO first launched their prepaid broadband service SIM SIM O-NET, the results were not as good as expected. Our challenge was to relaunch SIM SIM O-NET in an indifferent market.

Creative Execution
Our idea was to get 500 O-net devices to end up with socially active people, who would spread the gospel using Facebook’s social media platform. SIM SIM the device became SIM SIM the character. The first 500 people who tagged a picture of themselves with SIM SIM O-NET on Facebook would win a free O-net device. In few days we exceeded our goal and the pictures kept coming. It became a race for SIM SIM’s love. People led the campaign, photoshopping, creating arts and crafts, even posing as SIM SIM look-alikes. Hooked on the character, people were ready to be hooked on the device. After 500 winners received free devices, phase two began. Each winner was sent pictures of ten different SIM SIM characters and on each, asked to tag a friend who would get a discount on the device. SIM SIM instantly had 5,000 brand ambassadors.

Results and Effectiveness
In four weeks on Facebook: - Exceeded 500 picture target by 150%. - Tagged 12,000 people,10% of Bahrain’s Facebook community. - Made 3240 friends, 600% over initial target - Got over 659,900 wall impressions. SIM SIM O-NET recorded a 111% increase in sales leading to a 70% sales increase of post paid. Generating over USD 75,000 unpaid media, brand recognition increased 87% amongst youth. What brands spend years and big budgets to achieve, SIM SIM O-NET did in four weeks, with a next to zero budget. A bland USB device was relaunched, a nationwide love brand was born.