Prosperity. Happiness Works.

Two Dubliners who plan to launch a mobile network this year in Ireland have taken a non-traditional approach to their impending company launch.
Rather than doing the classic press release on the various stages to the launch of their business, Just Mobile, Stuart Kelly and Donal Lawless have decided use social media as the seed for their idea and spread news of their company out that way.

“Instead of starting with Just Mobile from the get go, because nobody knows who that is or what that is yet, we thought let’s create some sort of channel for that interim period that’s fun and get people talking about it,” Kelly told Prosperity’s digital ezine. The result is the recently launched arewemad.ie website, Twitter, Facebook and YouTube profiles.

Arewemad.ie is also, Kelly says, a way for himself and Lawless to share their journey via multimedia online; to show people what’s involved in setting up a mobile network, the part of their project plan they are at and give people a chance to influence what they do.
Via arewemad.ie Kelly and Lawless will be asking for people to help shape ultimately, what the brand will look like by the time it is launched so that by the time it is launched people will feel “that’s a part of me in there”.
It has taken three years for the business partners who have telecommunications and financial backgrounds to get to this point in their business.
Arewemad.ie will also evolve with feedback from visitors to the site. Mad Dog Digital created the campaign, ‘are you mad’, the style of the site and branding and then brought Owens DDB in for off line and Caboom in for video and social media. Mad Dog Digital also did the teaser site design, main site design and micro site designs.
In the first few days since the launch of the website its founders have received feedback from both friends and strangers their likes and dislikes with current mobile operators. “There are things technologically that may not be doable but we’ll be up front and say that’s not doable yet,” comments Kelly.
Proof in the pudding of the non-traditional approach is that the arewemad.ie website came to Prosperity’s attention via a tweet.