In my new world

Background

MTC Touch is the leading mobile operator in Lebanon with over 2 million subscribers. So, when they wanted to rebrand themselves from MTC Touch to Touch, we turned to our subscribers to create the campaign.

Idea

The idea was to generate a crowd-sourced rebranding campaign. Therefore, inmynewworld.com was launched. A platform inviting the nation, to share their thoughts of a new world, with the promise of being broadcasted on National Television.

For a period of two weeks the website was communicated across all media channels, from traditional, to on ground activations to digital. Where, upon entering the website, people watched the new manifesto of the brand portrayed through a video. Then, signed in, recorded their message, and shared their videos via desktops computers and smartphones - through a mobile site adaptation. Additionally, radio programs were initiated and on ground installations where set up equipped with customized video booths synced to the website.

Two weeks later, the rebranding literally changed overnight. Where the country woke up to a whole new brand and a new campaign where they themselves were the stars. The revealer included: TV commercials compiled by people’s videos, print and OOH compiled by their pictures, radio ads compiled by radio program recordings, animations created by their tweets and rebranding of headquarters, all stores and outlets with the new logo.

Results

More than 41,000 people participated. The website ranked 4^th and #inmynewworld trended on twitter, taking the number 1 spot in Lebanon. Even politicians got involved and so did bloggers and the media, both locally and internationally. Touch a new world is the first-ever rebranding campaign in the region that is fully integrated and user generated.