Insight & Research showed that Bab Al Hara(BAH) is one of the Top 3 Ramadan programs watched in the region & has a religious following across all age groups. BAH is aired only once a year on MBC1 during 4 weeks of Ramadan & generates an average rating of 25.Idea: Partner with BAH & to create a special BAH W995 phone edition, which came pre-loaded with content: entire season 3 of BAH, ringtones, games & wallpapers. Consumers who purchased the phone were given a 'Key' to watch 4 minutes exclusive daily 'Mobisodes'of Season 4 a day before the episode aired on TV.

Over 60% of the target audience was reached with the TV Integrated Promo!Generated over 600 million TV impressions across 7 markets in MENA. All this at approximately 50% lower cost-per-thousand vs. Sony Ericsson's overall average!TV, radio & online exposure of this activation was worth over $12million.ONLINE: 11.4 million impressions delivered on BAH microsite!! On Video on Demand site, 3.8million views of the integrated promo!

CTR on banner was 7.44%But most importantly, sales targets were achieved within 2 months!