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 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, strengthen their market leadership and ensure all brand equities are transferred to the new brand. Inspired by the Arab Spring and the constant change in the Middle East; we turned to our 2 million-strong 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. Creating the first ever crowdsourced campaign in the Middle East.