djuice is a mobile provider for young people. Knowing that the market is highly pricedriven the challenge was to clearly communicate the assets of djuice, the subscriptions, and doing this in a differently and surreal way. The brief was to create a universe that that would allow for expansions in a variety of ways. That’s how Belik was invented, a fantasy town with strange traditions, games and characters. Being the ultimate operator - all mobile services in Belik are powered by djuice.

The 360 degree concept was rolled out thorugh many different channels such as TV, web, wap, retail, stunts and street. Stage 1 of the campaign was ment as a teaser to create buzz before the TV launch, through various nonbrands activities. A tourist site was created so that people could find out more about this excotic place. The Belik caravan toured Norway and arranged parties at music festivals. Additional materials was produced to spread the concept through unconventional media and encourage a spinoff effect, such as viral films to be downloaded by wap or watched on several websites.