2013 Winners & Shortlists

Results and Effectiveness

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. Facebook fans increased by over 50% and Twitter followers increased by 60%. Touch left the competition trailing behind with 120,000 more subscribers, and the region witnessed the first-ever crowd source campaign in its history.

Creative Execution

An unbranded campaign was created to stimulate the audience and drive them to participate. Riding on the increasing influence of social media and blogs, we chose online as our main channel and launched inmynewworld.com, a crowdsourcing platform, to create the content of our re-launch campaign and started #inmynewworld. We developed an app; created recording booths, radio programming, rolled out an online and offline campaigns asking people to create the change they want to see and help us change their brand to the better. People could record videos via the app, on their desktop or in the booth and instantly upload them to the site. In 48 hours we collected the content and created TV ads, radio spots, prints and animations for our new brand campaign.

Insights, Strategy and the Idea

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