2013 Winners & Shortlists

TOUCH RE-LAUNCH

BrandTOUCH
Product/ServiceTOUCH
EntrantJWT BEIRUT, LEBANON
CategoryDIRECT RESPONSE DIGITAL MEDIA
Entrant Company JWT BEIRUT, LEBANON
Advertising Agency JWT BEIRUT, LEBANON

The Brief

The telecom sector is state-owned and the government granted two international operators to manage the sector. MTC TOUCH, the leading mobile operator in Lebanon, due to legal matters couldn't retain their brand name. Their objective was to carry out a total overhauling by re-branding into TOUCH, The aim was to create a campaign for the people by the people to re-launch the brand and ensure a smooth transition for the brand, engrave the new brand in the minds of the customers, retain the market leadership, create new brand perception and build affinity with the Lebanese people.

Creative Execution

Telecommunication carries millions of people’s thoughts, ideas, emotions, hopes and dreams everyday. Without them it’s a useless technology; therefore, it’s only natural that our 2 million loyal customers have a say in the development, change and future of the brand they subscribe to. If the technology is all about empowerment then so should the brands be.

Describe the creative solution to the brief/objective.

Inspired by the Arab Spring and the constant change in the Middle East; we empowered our 2 million subscribers (total population est. 4million), and gave them the platform to make the change they would like to see, and help the brand they own make the change it needed for the better. Riding on the increasing influence of social media and blogs, we chose online as our main channel and launched inmynewworld.com, a crowdsourcing platform that records people’s visions. We developed an app; created recording booths, radio programming, rolled out an online and offline campaign giving the people a voice for change.

Results

The campaign made international and local news, inmynewworld.com had over 50000 visits in less than 2 weeks with an average spent of 12 minutes/visit. Thousands of videos were uploaded, hours long of content was generated through recordings on radio stations, #inmynewworld trended in Lebanon and even politicians contributed. By the end of the campaign, Facebook fans increased by over 50% and the twitter followers increased by 60%. Touch left the competition trailing behind with 120,000 more subscribers

Credits

Name Company Role
Jwt-Beirut Jwt-Beirut