ROBI NATIONAL FLAG CAMPAIGN

TitleROBI NATIONAL FLAG CAMPAIGN
BrandROBI AXIATA
Product / ServiceTELECOM SERVICE PROVIDER
CategoryA01. Use of promotional stunts/live advertising/live shows/concerts & festivals
EntrantLOWE ADCOMM Dhaka, BANGLADESH
Entrant Company LOWE ADCOMM Dhaka, BANGLADESH
Advertising Agency LOWE ADCOMM Dhaka, BANGLADESH
Media Agency MEDIACOM Dhaka, BANGLADESH
Production Company MVRK STUDIOS Dhaka, BANGLADESH

Credits

Name Company Position
Toffael Rashid Robi Axiata Limited Executive Vice President
Rohith Hettiaratchi Robi Axiata Limited Vice President
Khandaker Ashraful Haque Robi Axiata Limited Vice President
Masudul Amin Rintu Robi Axiata Limited General Manager
Yasser Noor Robi Axiata Limited General Manager
Imrul Karim Robi Axiata Limited General Manager
Nazim Farhan Choudhury Lowe Adcomm Managing Director
Taufique Mahmud Lowe Adcomm Executive Creative Director
Saiful Azam Mukul Lowe Adcomm Creative Director
Anwarul Kadir Lowe Adcomm General Manager
M. Nafeezul Bari Lowe Adcomm Brand Service Manager
Yeasin Alam Rajon Lowe Adcomm Brand Service Manager
Rokibul Hoq Lowe Adcomm Copywriter
Jahir Uddin Zoomon Lowe Adcomm Art Director
Tomal Hossain Lowe Adcomm Associate Art Director
Muntasir Bhuiyan Market Access Providers Limited Chief Operating Officer
S. M. Shamsur Rahman Imran Market Access Providers Limited Head Of Direct Marketing
Ahmed Niaz Murshed Maverick Studios Managing Partner
Raquib Chowdhury Maverick Studios Managing Partner
Kazi Mohiuddin Mediacom Limited Group Account Manager

The Brief

Bangladesh was in chaos, nearing civil war, from problems stemming from its 1971 Independence war against Pakistan. Businesses suffered and people sought unity. Robi believed it could give the people, the entire nation and not just existing consumers, what they wanted while boosting the standing and success of the company. A 9-day 360 campaign title “When people unite, Bangladesh shines” was formulated creating a partnership with the National Army (the direct involvement of the top 3 ranked personnel), strategic alliances with TV and newspapers and promotional advertising; even the creation of a star-studded anthem to boost awareness.

Describe how the promotion developed from concept to implementation

Under the strategy “When people unite, Bangladesh shines”, bringing so many people together to create of the world’s largest ever human flag, Bangladesh’s ultimate manifestation, was unity in its best form. A project of such large scale and during such difficult times required the only body capable of aiding the event logistically, the National Army. Robi’s aim was to boost sales of their services and enhance perception of the brand. The army’s partnership would also help reduce the negative image held against them due to a recent military controlled government.

Describe the success of the promotion with both client and consumer including some quantifiable results

• Cost USD 1 million and generated nearly USD 6 million in unpaid media coverage. • Static SIM sales increased by 48% from the previous quarter. • 2 out of 3 competitor SIM users said they would buy a Robi SIM in the near future. • 82% respondents considered Robi to be very trustworthy. • It was the most watched event in Bangladesh media history. • People responded to the campaign with a heartfelt thank you. • The official human flag picture broke all Bangladesh social media records with its reach and shares. • People became warmer towards the National Army.

Explain why the method of promotion was most relevant to the product or service

Robi is a brand that boasts the motto ‘ignite the power within’, believing that the people of Bangladesh can light their own paths given the right tools. The country was in turmoil due to problems stemming from Bangladesh independence war with Pakistan and the creation of this flag aimed to break the current Guinness record held by them. The emotional relevance and importance of the event to the people was unparalleled. Uniting the people to complete the act, and with the army involved, this would be a reinforcing ‘win’ over Pakistan.