Digicel customers invited to join Bolt in 'The Run To London'

Saturday, March 10, 2012

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KINGSTON, Jamaica — Digicel recently launched a massive regional campaign inviting customers to be a part of its TV and press advertising alongside Digicel Brand Ambassador and the world's fastest man, Usain Bolt.

The campaign is a first for Digicel in the region and calls on customers to upload their running images to a specially-designed Facebook application. The chosen photos will be used to form the TV and press ads alongside Bolt, and will be shown from June.

Surrounded by different faces of fans from across the region, the innovative advertising and marketing campaign symbolises the idea of Caribbean people uniting behind Bolt in his pursuit for glory at the Olympics, which take place this summer in London.

Beginning earlier this week, this first stage of the campaign will take place over a period of eight weeks. Customers simply need to upload a photo of themselves in the running position to the campaign's Facebook app at https://www.facebook.com/DigicelGroup?v=app_186432734794033 to be in with a chance to feature in the ads alongside Bolt.

Bolt said: "What we want is people just taking pictures of themselves in all kinds of running shots from all across the Caribbean. Just make sure you're running and not in my pose! It's going to be a great ad."

To support the campaign, Bolt has recorded a number of messages calling on fans to join him in the run to London. The video messages will be posted on all Digicel Facebook pages in the Caribbean and Central America on a regular basis from today.

Digicel Group Marketing Operations Director, Kieran Foley, said; "At Digicel, we are always looking for the most innovative ways for ways to engage our customers. As such, we are thrilled to be giving our customers this once in a lifetime opportunity to feature in an iconic ad campaign which is all about symbolising the Caribbean people's unity in 'The Run to London'."

"A first for Digicel, we are calling on fans from all across the region — from every walk of life — to upload their photos and be in with a chance to be part of this unique experience. In addition, customers who send in their photos are also in with a chance to win prizes from Digicel."

Digicel's campaign image featuring Digicel Brand Ambassador and the world's fastest man Usain Bolt.




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