Creative Execution

Everyone was asked to submit their feelings about their fathers to the micro site www.priyobaba.com and the best 21 message senders were declared to win a Samsung Smartphone. The micro site was declared open on June 17 and was flooded with thousands of heartwarming messages from all over the world. This is the first campaign in Bangladesh which directly entailed the NRBs (Non-resident Bangladeshis). In Samsung Stores, upon purchase of any Samsung handset one could have received a special Father’s Day card and a 10% discount coupon of Anjan’s, a top tier fashion brand of Bangladesh.

The campaign drew a lot of spotlight when the first online video was published on June 18 . The video pooled in more than 1.5 million reach, 0.2m views and 2300 shares in Facebook. Despite of the lower exposure of YouTube in Bangladesh, the video gathered more than 76,000 views. Almost all of these reach, share and views were generated organically. More than 7000 messages were submitted both from home and abroad. On Father’s Day, the campaign was featured in Radio Aamar, one of the top FM Radio channels of Bangladesh throughout the day.

For us, he is the first superhero, the man we have all been idolizing throughout the life and the man who is always by our side whenever we need him. Yes, fathers the most reliable figures in our lives. But we do barely acknowledge their contributions in our lives and let them know about our true-hearted feelings for them. This father’s day Samsung Mobile Bangladesh took the lovely initiative of invigorating the bond between the fathers and the children. Earlier this year, the enormous appreciation received for the ‘Mother’s Day Campaign’ instigated to do something even better for Father’s Day. The Father’s Day Campaign named as "Dear Dad….."was drafted to recede the age old discomfort among us about voicing our feelings for our fathers.