This campaign aimed to use a hitherto unused device of an elevator showcasing the different levels the brand could take a customer to in their mobile experience. The elements were surprise, sophisticated production values and an offer that played into specific mobile usage behaviour of the youth. The aim of the campaign was to reacquaint the youth segment with Djuice and its new international logo, currently used by Telenor in markets outside Pakistan. Moreover this launch moved the Brand from being an English only one, to a more colloquial urban hip mix of Urdu and English to reflect real youth usage of language.