Batelco: Twitterference

Credits & Description:

Media: Case Film
Client: Batelco
Product: Ookla Speedtest Award
Agency: Fp7/Bah Manama, Bahrain
Entrant: Fp7/Bah Manama, Bahrain
Product/Service: Ookla Speedtest Award
Idea Creation: Fp7/Bah Manama, Bahrain
Media Placement: Fp7/Bah Manama, Bahrain
Managing Director: Ehab Lori (Fp7/Bah)
Creative Director: Amit Kapoor (Fp7/Bah)
Consumer Engagement Manager: Umar Achraf (Fp7/Bah)
Art Director: John Fayek (Fp7/Bah)
Copywriters: Amit Kapoor, Umar Achraf, Clive Pereira (Fp7/Bah)
Senior Account Director: Mohamed Sabra (Fp7/Bah)
Account Executive: Heba Yousafali (Fp7/Bah)
Media Executive: Noha Alaa (Fp7/Bah)
Regional Head of Strategic Planning / Creative Strategy Director: Tahaab Rais (Fp7 Mena)
Marketing Communications Senior Manager: Abdulla Abuidrees (Batelco)
Social Media URL: https://twitter.com/batelco
The Campaign:
Most subscribers of Batelco’s competitors complain about slow Internet speeds on social media. Especially Twitter. We spotted an opportunity there. We scanned their Twitter profiles; their likes and dislikes, to personalize our communication and responded to them in real time, as well as offer them a chance to switch to the fastest network. Witty and clever responses grew the conversation instantly, with an increasing number of people tagging their ISPs about frustratingly slow Internet speeds. To increase our reach, we also created a song with social influencers about slow Internet in Bahrain that went viral.
Creative Execution:
A social campaign was launched with a 10-day duration. It began on Twitter but reached other social platforms due to users taking screenshots of the replies and posting them on Facebook & Instagram. Using Twitter’s direct messaging, we guided users to a custom made microsite where they entered their details and were then contacted by Batelco’s representatives to ensure a smooth switch of Internet providers.
Within a day of the launch, our campaign hashtag #StayConnected was trending on Twitter, with 30% of Bahrain’s Twitterati engaging with it. The conversation reached more than 70% of Twitter accounts on the island. The slow Internet song was the top trending video on YouTube for a week in Bahrain with over 2 million views. Batelco’s social platforms witnessed an increase in followers by more than 30%, and more importantly, new acquisitions grew by over 220% as compared to the previous months.
Twitterference is an example of how social media was used in a different way to communicate the newly received award from Ookla
Insights, Strategy and the Idea:
To increase our customer base, we targeted the subscribers of Batelco’s competition that usually vent their frustration about slow Internet on social media. Especially Twitter. We scanned their profiles for their preferences and personalized responses to encourage them switch to Batelco.