BACKGROUND
We conceptualized and executed a web based & mobile optimized microsite called “HaaterGuru” (Translation : Guru of the Cattle Market), which basically used crowd sourced information and updates from general people in the cattle market to show real time information about all the major cattle markets of Dhaka, starting from price graphs, live pictures, real time news etc. The other sections of the website had tips, beef recipes for Eid, online quiz etc.
OBJECTIVE
As the agency, we wanted to combine the concept of solving a problem with advertising idea, thus coming up with a Solvertising approach.
IDEA
We conceptualized and executed a web based, mobile optimized digital platform, ‘Haater Guru’ which used crowd sourced information from general people to show real time updates about all the major cattle markets and also the platform provided any kind of information regarding Kurbani starting with recipe to tips and tricks etc.
EXECUTION
• At first, we developed the platform ‘Haater Guru’ (http://www.haaterguru.com), which means ‘Guru/Leader of the Cattle Market’. The platform had the following features-
o List of cattle pictures with price and location maps
o Live update of cattle markets
o Overview of the price in the major cities of the country
o Hasil Calculator
o Recipes
o Useful Kurbani Tips and Tricks
o Quiz- How well do you know your cow
o Kurbani moments etc.
● We partnered with multiple cattle enthusiasts and communities of Bangladesh and mobilized multiple teams on the ground with smartphones to fetch real time authentic updates for users.
● The campaign was promoted through different social media pages of Grameenphone, rich media banners, mobile banners etc. via engaging contents
● The campaign was also promoted through a humorous DMC (Digital Media Commercial)
● For communication route, we also built some animated characters and gave this campaign a fresh look it required
o List of cattle pictures with price and location maps
o Live update of cattle markets
o Overview of the price in the major cities of the country
o Hasil Calculator
o Recipes
o Useful Kurbani Tips and Tricks
o Quiz- How well do you know your cow
o Kurbani moments etc.
● We partnered with multiple cattle enthusiasts and communities of Bangladesh and mobilized multiple teams on the ground with smartphones to fetch real time authentic updates for users.
● The campaign was promoted through different social media pages of Grameenphone, rich media banners, mobile banners etc. via engaging contents
● The campaign was also promoted through a humorous DMC (Digital Media Commercial)
● For communication route, we also built some animated characters and gave this campaign a fresh look it required
RESULTS
- Campaign posts and creatives got 197409 likes LIKES, 1768 COMMENTS & 512 SHARES
- Total Post Reach – 2294673
- Total Engaged Users – 233620
- 920+ submission in the microsite
- 18562+ Microsite Hits
- 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.
