JWT Beirut launched a nationwide campaign for Touch in Lebanon on 5 June 2012. Titled, “In My New World” it is the first major campaign to be released since JWT won the marketing communication business for telecommunication company Touch (formerly known as mtc touch) in April.
In a seamless flow of interconnected ideas across various media channels, consumers are invited to consider what their new world would be like.
Ten thought provoking outdoor executions guide the consumer through the first phase of the story, with statements such as “Cars would finally fly” and “I could undo my mistakes”. Presented in colourful typography, the clever copywriting is set against a monochrome counterpoint in mid tone grey; real life photography that pictures what the current situation might be like. A crisp turquoise signature balances the design and harbours the website address.
No branding, no explanation, just an invitation to be inquisitive about oneself, ones future and of course, the website address.
The curious consumer is rewarded with a clean, well designed website that is visually stimulating. The website opens on a 1 minute film featuring various stop motion sequences that convey the essence behind the English lyrics being sung in the background.
An interactive phase follows, where curious consumers are encouraged to record their own thoughts on what would happen in their new world. In addition to online availability of video recording facilities, JWT have created for Touch, five fully integrated booths, placed at popular malls and sites around the country. Four of the booths are mobile and will be rotated around different areas in Lebanon, from the north to the south of the country. Each innovative booth is equipped with high technology touch screens, which feature integrated webcams, so anyone, anywhere can record their “in my new world” message live.
Full details about the next phase of the campaign, which will include consumer generated content, have not yet been revealed, but with such an intriguing set up, it is clear the outcome will be anything but ordinary.
Speaking about the campaign, Nadim Khater, Chief Commercial Officer at Touch stated “ In one simple step, Touch has differentiated itself within the market place. Everybody aspires to a new world and we would like to be a part of that new world with you. ”
Iyad Zahlan, Executive Creative Director at JWT in Beirut added, “In the spirit of JWT's worldmade philosophy, this campaign focuses on the little things that bring us all together as people. We connect, create and share everyday all around the world seeking new experiences. So it was only natural for the team at JWT Beirut to connect with local and international artists and technologists to create an experience for people to share. I hope people will enjoy the lightness and freedom this ‘nationmade’ campaign brings.”