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Dig­i­tal Agency Cre­ates a Bang

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GATE is a Beirut-based dig­i­tal me­dia com­pany un­like any other, which first launched oper­a­tions in early 2014. With the agency's ser­vices and clients' port­fo­lio ex­pand­ing, the team wanted to in­tro­duce its own per­sonal me­dia plat­forms in a dif­fer­ent fash­ion. So, in­stead of pro­mot­ing clients’ work, the agency came up with an orig­i­nal cam­paign to es­tab­lish its on­line pres­ence and in turn make a splash.

Arabad caught up with founder of Gate to learn about this ini­tia­tive that has raised a lot of ques­tions since it ap­peared across the so­cial sphere.

"The idea came about when we de­cided to start cre­at­ing wor­thy con­tent on so­cial me­dia," says Karam. “We had to tackle an is­sue that is rel­e­vant to the so­ci­ety we live in, so it can re­flect our en­vi­ron­ment’s point of view."

This is why the agency's choice fell on lo­cal brands, he ex­plains, "es­pe­cially with the ris­ing cam­paigns and TV pro­grammes crit­i­cis­ing and copy­ing each other and with the lat­est dis­agree­ments be­tween TV chan­nels we saw that this field would do the trick."

"Af­ter con­duct­ing many en­quiries we as­so­ci­ated the data col­lected to a cer­tain tagline to ex­press the pub­lic's point of view when it comes to ev­ery Le­banese TV chan­nel. We ended up with the slo­gans in­cor­po­rated into the orig­i­nal vi­su­als."

In do­ing so, the com­pany not only man­aged to cre­ate the buzz it was seek­ing to in­crease its own ex­po­sure, but also dis­tin­guished it­self by us­ing the ex­ist­ing play­ers in con­trast!

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