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Launches social media quest to identify and celebrate “Extraordinary Jamaicans”

Friday, 5th October, 2012 – Kingston, Jamaica: Digicel is today unveiling its new brand promise, BE EXTRAORDINARY, to the people of Jamaica.

After eleven successful years in the Jamaica market, Digicel is proud once again to be exciting Jamaicans with a motivational and inspirational call to action and a renewed commitment to customers.

Andy Thorburn, CEO, Digicel Jamaica, explains; “Our BE EXTRAORDINARY brand platform creates an emotional connection with our customers and with each other and is both motivational and aspirational. At the heart is the idea of ‘everyday people doing extraordinary things’.”

He continues; “BE EXTRAORDINARY celebrates our customers’ achievements in their day to day lives – and our own as a business. It is as much a statement as it is a promise - a promise that our products, services and commitment to customers will enable them to be extraordinary and to do extraordinary things. And it is also a challenge to all of us at Digicel – and to our customers - to be the best we can be.”

Front and centre of the new brand promise is the BE EXTRAORDINARY TV commercial which goes live today. The stunning new TV commercial is based on the premise of “everyday people doing extraordinary things” – and that the extraordinary can be found all around us if we just take the time to have a second look.

As such, the ad features a lady boarding a bus and then gazing out of the window as the bus speeds along an activity-filled street. The activity on the street is shown in slow motion as the lady passenger takes the time to look more closely at, and delight in, what is happening in front of her; a group of kids showing off their nifty footballing skills, a boy doing stunts on his bike, a vendor juggling tropical fruits, a lively game of
dominoes, kids having a water fight, a couple sharing a passionate kiss, a girl revelling in her carnival outfit – the street is packed with extraordinary everyday events.

The TV advert will be supported by a full marketing and branding campaign which will see Digicel’s BE EXTRAORDINARY brand promise being brought to life on billboards, in stores, in print, on radio and online right across Jamaica over the next week.

In terms of online for instance, Digicel will be using its powerful and popular social media channels to launch its “Extraordinary Jamaicans” quest to identify and celebrate the everyday people in communities across Jamaica who do extraordinary things for the good of those around them.  

The BE EXTRAORDINARY promise is also designed as a powerful internal communications message with Digicel staff being motivated to find new and innovative ways of delivering an excellent mobile experience to customers through the company’s ongoing commitment to best value, best service and best network.



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