Millicom: App

Our PR Week gold award-winning campaign kicked off with an app, given to all 15,000 Millicom employees. The campaign told them they were torchbearers for The Digital Lifestyle, and asked them to pass the torch around the Millicom world, making their own 'Pass the Torch' videos...

We created a "Millicom 25" brand to promote and elevate the event...

We created a microsite to promote and upload this UGC, cosing it so that the 2,000 videos we received could be easily sorted and edited...

We produced recruitment materials and a 'how to' video in multiple languages , so that everyone knew how to get involved...

...And branded the whole programme of activity to elevate the sense of occasion.