Our goal was to create unique, storytelling content to interact with people and let them think deeply about the main problem that may cause serious problem for our young generation & make Georgian alphabet useless. We focused mainly on visual content & first step was to record more than 80 opinion leader from different scenes speaking about the uniqueness of Georgian Alphabet. Second step was to produce video graphics for our social media channels and TV as well, about the history of Georgian in a trendy way.

An idea to create project writeingeorgian was spontaneous, so we decided to launch it immediately & spread it first within the team, using owned media channels, involve partners & use all platforms available & initially booked for branded content.

-Inspirational message to 5000 employees calling them ambassadors

-Art geni 20.06.2015

-Opinion Leader videos about #writeingeorgian 25.07.2015

-Georgian keyobard APP promotion 15.08.2015

-writeingeorgian.org launch in Georgian Unicode 17.08.2015

-Ordering t-shirts with designs of alphabet from Artists 20.08.2015

-Georgian books for children 25.08.2015

-#1 Media Launch Event 17.09.2015

-New Georgian Vocabularies 25.09.2015

-Microsoft new translation platform15.10.2015

-font engineering free courses 5.01.2016

-Alphabet Game 20.01.2016

-ICube 30.01.2016

-#2 Media report Event 26.02.2016

-Fonts contest 20.03.2016

Placement

TV, free advertising for social content, Cinema, Digital Media, sponsored Events, dedicated web pages; Owned media channels Internal channels (more than 200 Digital monitors on TBC Branches)

Scale

Nationwide

Tier 1: Writing on Georgian Language in Social and other channels has increased by 68%. At the end of year, Georgia will have approximately 125 Digitaly sophisticated fonts.86% of all digital communication is in Georgian, resulting in the reduction of the average reply time by 1.3 minutes.

Tier 2: More than 100 different Media placements with up to 2 million reach.

Tier 3: More than 30k mentions and hashtags;

Downloading of Georgian Unicode APP has increased with 26%.

Approximately 100k visitors on HUB and more than 500 t-shirts delivered.