2013 Winners & Shortlists

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, strengthen their market leadership and ensure all brand equities are transferred to the new brand.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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 they get to 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.