Until now, OKarte has given people who have something to say, the chance to express themselves. Now OKarte has gone a step further by helping people to get new impressions by demolishing the boundaries between the virtual and real world – giving them the chance to be inspired by ideas on the Internet, realize them in practice and then share their experiences with their friends on social networks.

“In order to do this, we created five masks which depict people’s conduct on the Internet – leadership, naiveté, concern, intelligence and provocation. It goes to show that with the help of masks, each of us can create new impressions in real life,” explains the author of the idea for OKarte’s future direction, DDB Creative Director Gatis Mūrnieks. Social anthropologists also admit that masks are a good way in which a shy, conservative Latvian can express himself confidently and acquire new experiences, at the same time not compromising his image.

“OKarte has an ideal platform for the realisation of this idea. Mobile internet and various convenient and beneficial services enable people to experience both worlds concurrently, demolishing the boundaries between them,” stresses LMT’s Corporate and Marketing Communications Service Director, Normunds Zalpēteris.

The masks announced themselves by hacking into OKarte’s homepage, and kidnapping 30,000 curious viewers who followed the course of event. The 70,000 people who called OKarte numbers on these days heard an Error message on their phones. This was the first time that the call signal had been used as a campaign medium in Latvia. The masks decided to reveal their personalities at high altitude, while OKarte’s profile page on draugiem.lv was visited by 200,000 people seeking to find out which mask suits them best. An parallel to the campaign, 14,000 new fans signed up on OKarte’s page on draugiem.lv.

Now the masks are introducing new OKarte products – OWeek + and Low price packages giving anybody and everybody the chance to play Tetris and fill in the pool for 60 seconds. The masks also appear in the real environment – they took over Radio101 for one hour and activated the Okarte's night run (photos) in the belief that sports activities can be combined with creative expressiveness any time, anywhere. Likewise, the masks could also be encountered at the Ghetto Basket events and the World Street Workout Championships. The masks show the directions, ways and places where new impressions and new experiences can be enjoyed.

Currently, masks only reveal the visual part of the iceberg. The sequel will follow!