PICKL | Jordan Launch
PICKL was coming to Amman. The name was already familiar across the GCC, but the challenge was to turn its arrival into something people would talk about before opening day. We built a city-wide mystery around one question: What did they hear?
01 / The Tease
The launch started without giving everything away. No opening date. No location. Just clues, creators, and one recurring object: a pink phone booth.
Across social media, influencer content, PR, and digital outdoor, the campaign built curiosity around a message no one else could hear. Behind the question were the two answers everyone wanted: when is PICKL opening, and where.
What did they hear?
02 / The Big Idea
At the centre of the campaign was something unmistakably PICKL: the pink phone booth. We connected it to a mystery-driven launch built around calls, clues, and a hidden message.
The phone. The call. The message. The booth. The reveal. Instead of separate launch activities, every touchpoint became part of one connected story.
The phone
The first signal that something was coming.
The call
A message only the invited could follow.
The booth
The destination where the mystery resolved.
The reveal
Opening date and first Amman location, finally shared.
03 / From Box to Booth
We created a custom pink PICKL box for selected creators, with a ringing phone inside. The call did not reveal the opening. It told them a secret message was waiting at a pink phone booth somewhere in Amman.
The box started the mystery. The call created the journey. The booth revealed the answer.
04 / The Influencer Heroes
Three lead creators became the faces of the teaser and reveal phases. They answered the phone, followed the clue, reached the booth, and revealed the message. Their role was not simply to post about PICKL. They moved the story forward.
05 / The Phone Booth
The pink phone booth became the visual anchor of the entire launch. It connected the digital mystery to a real-world experience and gave creators and audiences one instantly recognizable object to photograph, share, and talk about.
At the booth, the creators discovered what everyone had been waiting for: PICKL's opening date and first location in Amman.
06 / Taking the Story Everywhere
Once the mystery was established, we carried it across Amman. Two teaser billboard executions brought creators together and built around the ringing phone. Then we took PICKL onto the streets with the Beat FM truck, interviewing people, building conversation, and arriving at the opening itself.
From screens, to streets, to the store, the same story kept moving.
07 / The Opening
The final chapter was opening night. Influencers, media, creators, and guests came together for an event designed as the payoff to everything that came before. Red-carpet arrival, photography mirror moments, Beat FM presence, custom goodie bags, and PICKL merchandise turned the launch into live content across stories, reels, and press.
08 / From a Call to a City-Wide Launch
What began with a ringing phone expanded across social media, influencers, OOH, PR, radio, activations, UGC, and the event experience. The campaign built anticipation before opening and translated that attention into real launch momentum.
15,000+
Organic Instagram followers before launch
Week-long
Queues immediately after opening
Full capacity
Operations for weeks afterwards
The pink phone booth became more than a PICKL brand asset. It became the thread that connected everything.
And one city waiting for PICKL.
