01
The phone
The first signal that something was coming.
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?
Where?
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.
01
The first signal that something was coming.
02
A message only the invited could follow.
03
The destination where the mystery resolved.
04
Opening date and first Amman location, finally shared.
The phone. The call. The message. The booth. The reveal. Instead of separate launch activities, every touchpoint became part of one connected story.
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.
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. They moved the story forward.
01 / The phoneIt starts ringing.
02 / The callA clue, and a destination.
03 / The boothSomewhere in Amman.
04 / The revealThe date. The place.
06 / Taking the Story Everywhere
Screens
Streets
Store
07 / The Opening
Opening night was the payoff to everything that came before. Influencers, media, creators, and guests came together, and the launch turned into live content across stories, reels, and press.
On the night
Red-carpet arrival
Photography mirror moments
Beat FM presence
Custom goodie bags
PICKL merchandise
08 / From a Call to a City-Wide Launch
What began with a ringing phone built anticipation before opening and translated that attention into real launch momentum.
0
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.
One call.
One mystery.
One answer.
And one city waiting for PICKL.
