Batelco, Bahrain’s leading telecommunications company, wanted to announce to all their broadband subscribers across five packages, that their package had been automatically upgraded.

Our insight was that on different occasions, people collectively write personal messages on cards to express their sentiments and affection. Mass printed direct mailers often feel cold and impersonal, and did not fit in with the celebratory nature of our announcement. The announcement had to be in keeping with the scope of the upgrades.

No other company had ever written that many personalised cards to such a large group of people. Subscribers felt valued, special and appreciated when they received their personalised card in the mail. In return, Batelco received over 55,000 calls from people showing their appreciation. Batelco began with an ordinary announcement, and ended up with 62,000 friends.