Engagement through Mobile Innovation
Banglalink is the second largest telecommunication network of Bangladesh. With a view to creating an edge in the competitive market, the brand always tries to bring new products and interesting services. One of the newest features Banglalink introduced in 2016 is the ability to share their internet data, with friends, or family.
But creating a interesting digital service is just half the story. Rolling it out to users and getting traction is equally challenging.
An interesting new service should be rolled out with maximum awe. So, we started by understanding the market and what resonates well with the consumers. We conducted thorough market research on consumer behavior, and their app usage patterns. From the insights we garnered, we decided to educate the concept through gamification.
We designed a mobile/browser based game, Share-O-Mania. The game presents a very simple task to the players: tap as many times as you can in 15 seconds and then redeem your score as mobile data. Once a player finishes the game and claims the data, he/she is introduced to the new Banglalink service where he/she can share some of that data with a friend.
A teaser promo video was made to raise awareness about the game, and drive traffic to it. The promo video encouraged users to play the game.
The campaign was a huge success, with over 31.9 Million in reach, resulting in over 180,000 game plays and 757,000 views on the promo . We reached our 7 day data claim target in just 6 hours. The total data claim was more than 9,000 GB (Target: 500 GB)
This campaign achieved the Gold Award in Digital Marketing Award 2017
Banglalink Share-o-Mania won the prestigious Gold award in “Best Use of Mobile” category on Digital Marketing Award 2017 organized by Bangladesh Brand Forum.