SUPERSONIC by Fortune Promoseven Bahrain for Batelco

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SUPERSONIC

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Industry Records & Cinema Production
Media Promo & PR
Market Bahrain
Agency Fortune Promoseven Bahrain
Copywriter Aunindo Anoop Sen
Designer Mustafa Kawtharani
Released December 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: BATELCO
Product/Service: AUDIO SIGNATURE
Agency: FP7/BAH
Date of First Appearance: Dec 26 2010
Entrant Company: FP7/BAH, Manama, BAHRAIN
Entry URL: http://www.batelco.com/showcase/supersonic/
Creative Director/Art Director/Copywriter: Fadi Yaish (FP7 / BAH)
Designer/Composer/Art Director/Copywriter: Joel Gershom (FP7 / BAH)
Designer: Mustafa Kawtharani (FP7 / BAH)
Copywriter: Aunindo Anoop Sen (FP7 / BAH)
Agency Integrated Producer: Mar Wai May (FP7 / BAH)
Media placement: SUPERSONIC AUDIO CD - GIVEAWAY AT Night Clubs, Rsturants, Lounges - 26 Dec 2010
Media placement: SUPERSONIC Audio CDs With 5 Composed Tracks - PLAYED IN NIGHT CLUBS AND LOUNGES - 26 Dec 2010
Media placement: SUPERSONIC Audio CDs With 5 Composed Tracks - Club Tabu, Coral Beach, JJ'S, Fidders Green, Marai, Tarboush, Cocoon, Basha - 26 Dec 2010

Describe the objective of the promotion.
In an environment already cluttered with Brand Audio Signatures, Batelco - Bahrain's leading telecommunications company - wanted to create a new one of their own. For their Audio
Signature to stand out, it didn't just have to be heard, but loved.

Describe how the promotion developed from concept to implementation.
We composed a new Batelco Audio Signature. Using its melody, we composed five different tracks in popular genres.
They became SuperSonic - the Batelco Audio CD, and sent to Bahraini DJs, who played them in nightclubs, restaurants and lounges. People soon requested the tracks.
We gave the CDs to clubbers. The CDs promoted online pages where tracks were
downloaded as songs and ringtones. Free copies of Batelco's CD were placed in iPod powered kiosks at malls. A $2 donation to charity could also be made for the CD. The tracks were also used as call waiting tones for Batelco's Call Centre.

Explain why the method of promotion was most relevant to the product or service.
These CDs targeted the youth of Bahrain, who are 65% of the population, in the environments where they traditionally spend most of their time. By turning the Batelco Audio Signature into a
full length, funky track, we could expose the maximum amount of people to it in a non-advertising environment and allow it to seep into the airwaves naturally.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In two weeks, over 100,000 SuperSonic CD's had been distributed, of which 40,000 were paid for towards charity. It was played 44,000 times, downloaded 21,000 times online, and
generated thousands of comments, Likes and Tweets.
At Batelco's Call Centre, we turned 6,000 daily calls to 6,000 audio branding opportunities.
Without one advertisement, SuperSonic resonated across Bahrain and Batelco became part of its urban culture. The tracks were heard all across Bahrain, on car speakers, iPods, on mobile phones and in nightclubs. For the first time ever, an Audio Signature didn't just move
the people, it got them dancing.