The Campaign

We decided to combine the concept of solving a problem with advertising, thus coming up with a “solvertising” approach! Our team conceptualized and executed a web based, mobile optimised digital platform, by the name “Haater Guru”, which means “Guru of the Cattle Market”. The role of this digital platform was to empower people with real time information about the cattle markets along with other necessary information regarding Eid Ul Azha, thus providing them with a one stop solution, without having to physically visit multiple cattle markets.

Creative Execution

The microsite was launched on the 18th of September 2015, a few days prior to Eid Ul Azha. It was live throughout the duration of the period when the cattle markets were in operation. We partnered with multiple cattle enthusiasts & communities of Bangladesh and mobilised multiple teams on ground with smartphones to feed real time authentic updates for users. On top of this, visitors at the cattle markets fed real time information into the microsite by sharing their own experiences. The campaign was promoted heavily through a promo video and social media posts across Grameenphone’s social media channels and eventually became a huge hit among people from home and abroad.

The campaign generated 400,000+ interactions in Grameenphone's Facebook and Twitter Pages and reached 3,294,673 people. There were 9200 real time submissions from people at the cattle markets. Over 500,000 people visited the platform to stay updated and take informed decisions. The campaign received heavy media coverage with 13 National Dailies publishing separate stories about the project, thus giving Grameenphone a large amount of earned media. At the end of it all, "Haater Guru" was yet another initiative that added value to uplift Grameenphone's digital brand positioning.

Grameenphone, being a leading telco brand in Bangladesh is currently positioning themselves as a digital service provider. Empowering people with information through digital channels and bringing a difference to their lives was an initiative that had strong relevance with their digital brand image. The primary target users of the platform were mainly the male representatives of the household, who are generally responsible for purchasing the cattle on behalf of the family during Eid Ul Azha in Bangladesh. The Platform used crowd-sourced information from general people to show real time updates about all the major cattle markets around Dhaka. The information included price graphs of the different cattle markets, resource contacts, location maps, live pictures, real time news etc. The other sections of the platform had engaging elements such as slaughtering tips, Eid recipes, online quiz etc.