Cannes Lions

MOBILE NETWORK

RAPP DIGITAL, Paris / BOUYGUES TELECOM / 2005

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Launched in September 2004 with a cross-media campaign to support the new brand identity: "A new world, yours" and a new innovative mobile plan. Based on a concept of dematerialisation: All your world (friends, family...) disintegrates to enter your phone and follows you wherever you go.Internet main objective: create the event the first day of the launch to ensure an immediate visibility among young urban (25-35 year-olds).Creative concept: for the first time, the homepages’ dematerialisation of four of the most visited French websites: Yahoo! France - MSN France - Lycos France – Caramail.

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