Cannes Lions

RAMADAN PROMO

FP7/BAH, Manama / BATELCO / 2011

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Overview

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Credits

Overview

Description

For Muslims worldwide, Ramadan is the month of charity, togetherness and good deeds. It’s also a month when every brand tries to boost business, cluttering the advertising scene with typical promotions and greetings. 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. Starting a social movement with one Good Call a day. We created an iphone and Android application integrated with all sharing platforms. The application generated a daily new Good Call and was empowered with Good Call Suggestions, interactive forum, live counter and a Leaderboard with statistics. Over 8,733,512 Good Calls were made from 32 countries with over 300,000 application downloads.

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.

Outcome

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.

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