Describe the brief from the client:
Batelco, Bahrain’s leading
telecommunications company, wanted to announce to all their broadband
subscribers across five packages, that their package had been
Our insight was that on different occasions, people collectively write
personal messages on cards to express their sentiments and affection.
We created seven congratulatory cards, specifically designed to look
exactly like clichéd store-bought cards - complete with a fictional
greeting card company logo... just as if someone from Batelco had gone
out of their way to buy the greeting card from a gift shop.
Mass printed direct mailers
often feel cold and impersonal, and did not fit in with the celebratory
nature of our announcement. The announcement had to be in keeping with
the scope of the upgrades.
The cards were individually mailed to each of Batelco’s subscribers over
the New Year, making the package upgrades and the Greeting Card even
more relevant to the occasion.
Describe the creative solution to the brief/objective:
The challenge was now to
personalize 62,000 cards with real, heartfelt messages of
But we had to make it believable. To ensure that people knew that their
cards had not been churned out of a copier, they had to witness the
event. So we invited them to watch the signing streamed live on
Batelco’s website. And over the course of one weekend, we got Batelco
employees to personally fill every card with congratulatory messages,
seal every envelope and write every address – all by hand.
The cards were then individually mailed to each of Batelco’s 62,000
Describe the results in as much detail as possible:
No other company had ever
written that many personalised cards to such a large group of people.
Subscribers felt valued, special and appreciated when they received
their personalised card in the mail. In return, Batelco received over
55,000 calls from people showing their appreciation. Batelco began with
an ordinary announcement, and ended up with 62,000 friends.