~ Anchor Worldwide | Digicel
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RELAUNCHING A GLOBAL BRAND
Get Gifted
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STRATEGY

Challenge
Anchor is Digicel’s global creative and media agency of record, leading all aspects of the telco’s marketing and digital media efforts across its 34 markets and mobile, entertainment, business and sponsorships categories. As a leader in many of their markets yet faced with an increasingly competitive landscape, Digicel sought a full-scale brand transformation. They challenged us to develop a consumer-facing brand strategy underpinned by insights and animated by a commitment to digital-first creative.
Solution
We armed Digicel with a fresh personality, voice and look, and have since launched some of the company’s most successful campaigns in its history. We’ve rebranded and relaunched core services, introduced new products, and unleashed their most viral video ever with a comedic music video starring Usain Bolt. At the same time, Anchor has also reengineered Digicel’s digital media operation, including planning, buying, and optimization across all markets. Working alongside our creatives, the media team has developed, executed and iterated data-driven digital campaigns that deliver on brand and business objectives.
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“GET GIFTED” BTL VIDEO

To launch a nontraditional Christmas campaign, Anchor conceptualized and produced a a comedic parody of Eddie Murphy’s cult classic music video, “Party All The Time”. We launched the “Get Gifted” teaser and non-branded spot on Bolt’s social channels, garnering significant earned  media from music, sports and entertainment outlets, fueled by speculation that the vaunted track-star was hanging up his cleats for a music career. Anchor promoted the video, through Usain’s Facebook and Instagram accounts, penetrating an audience of more than 11 million consumers across Digicel’s markets.
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“TERRIBLE GIFTS” ATL VIDEO

The “Terrible Gifts” campaign presented the contrasting emotional reactions of receiving bad and good holiday gifts, represented as Digicel products and services. The spots, presented as short vignettes against a dramatic operatic soundtrack, were timed to emphasize overt positive and negative emotional reactions. The result was funny, memorable and highly-relatable.
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PRINT / OOH

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SOCIAL / DIGITAL

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RESULTS

11+
MILLION FACEBOOK AND INSTAGRAM VIEWS
13
CAMPAIGNS PRODUCED WORLDWIDE