Why is this work relevant for Media?

“Ek Jog eek sathe” is a behavior modifying campaign that ask Bangladeshi to do a good deed for the country by inspiring them with the emotion of the freedom fighter. This campaign worked as a bridge among freedom fighters and new generations. This campaign reached 75mn people of Bangladesh by using integrated campaign assets working together across a range of media including TV, Radio, Press, Outdoor and digital. All of these elements complemented and built each other so that Bangladeshis get involved to do one good deed for greater good.

Background

Bangladesh has achieved rapid & spectacular improvements in many social development indicators over the last two decades. Also, with the penetration of smartphones, rapid rise of social networking & increasing emergence of digitally-savvy consumers in the country, Bangladesh is experiencing tremendous growth in the ICT sector. All these developments were result of individual contribution in every sector. As December is the month of Victory for Bangladesh, a nationalistic campaign was designed to inspire audience to come forward with one good deed and share their stories with others with an aim of doing something greater. To create talk ability about individual contribution and encourage people for doing so, emotion of freedom fighters form 1971 was spread all over media.

Describe the creative idea / insights (30% of vote)

At 1971 during liberation war, letter played a vital role for communication for the freedom fighters and from those letters it is easy to understand that this Liberty is the result of thousand single contribution. On 50th Anniversary of Bangladesh, leveraging the power of internet, Grameenphone connected all the individuals who still sacrifice their self for greater good and inspire others to do same. Bring forward those letters helped to create the emotional bonding with freedom fighter’s invincible sacrifice for country’s independence and reminded the new generation to adding at least one good work towards nation’s progress.

Describe the strategy (20% of vote)

Change small, think bigger, take Bangladesh to its golden era. On 50th Years of Bangladesh, Grameenphone came up with a nationalistic campaign that will inspire the audience and enhance reputation as a nationalistic brand towards the whole people of the country. Letters of Liberation war are the most bold and inspiring tools we have; and the strategy was to inspire people towards a single good deed for country by communicating inspiring letters of freedom fighters. All possible media has been used to reach mass audience and power of 4G internet makes it possible to inspire others and combine efforts.

Describe the execution (20% of vote)

Ek joge Ek Sathe was a mass people’s campaign. So, to reach maximum people we explore almost all available media in Bangladesh. TV has the highest 84% reach and online media has 47% reach among population. So, we used TV and online platforms as the main media to reach maximum number of people. Also, Radio, Newspaper and outdoor were the supported media to achieve incremental reach. As news genre has highest viewership, we did innovations in News Segment. For the first time in Bangladesh Freedom Fighters Letter were read out for 3 consecutive days during the victory days in the Top 3 News Channels. To feature the progress stories of the individuals, we did partnership with world’s most visited Bangladeshi and Bengali website Prothom Alo.

List the results (30% of vote)

Business Result: More than 1 lack people visited the microsite and more than 500 “Ek Joge” stories from all over the world were submitted. Outcomes/ Awareness: TV as a main media reached 73M audience. Overall, online media achieved 266M impression with 16M views. The Audio enabled banner on DSP platform reached to more than 2.5M people and audio was played over 100k times with more than 7% + Engagement Rate. Including other media platform overall reach was more than 75MN.