Creative Execution

We launched an extremely tongue in cheek communication campaign, relying on humor and witticism to grab the audience’s attention. We focused on strategically using heavily targeted online ads, net videos and posts along with colorful print ads- all catering to and based on core consumer behavior. On ground activations provided free wifi access so that people could download and experience the app. Exciting sticker based games and quizzes, both online and on ground, helped build further engagement. Creative contests were run allowing participants to share and create their own ideas for sticker sets.

The campaign reached 2 million people on facebook with over 100,000 fans joining our page. The ensuing hype earned Comoyo over $8000 worth of unpaid media, as the stickers were highlighted and praised by local media. Within a few months of launch, Comoyo achieved 350,000 installs, making it the 4th most popular android app in Bangladesh. We achieved a Cost per install of $0.05, which was an improvement of 96% over the regional benchmark of $1.22. Most importantly, Bangladeshi masses having finally adapted to using a social messenger app- is now interacting digitally like never before!

In Bangladesh, although, facebook is wildly popular, social messaging platforms such as Whatsapp and Viber are only used by a small urban niche. Telenor, the largest Telco in the country, wanted to launch a mobile messenger app for the masses. We realized that mass Bangladeshis loved communicating through unique, localized, colorful expressions- something no messenger app was catering to. We launched Comoyo with a 100% Bangla interface and created the first ever Bangladeshi chat stickers. Inspired from popular local culture, the stickers were witty, vibrant, expressive and most importantly- in vernacular Bangla. The app and its stickers helped traditionally inhibited Bangladeshis to stand out and express themselves in true Bengali style- both easily and flamboyantly. It also strengthened Telenor’s perception as a brand that recognizes and provides for the needs of the masses.