| Dubai Lynx, 2015 | ||
|---|---|---|
| Media | MEDIA: INTEGRATED MEDIA: INTEGRATED CAMPAIGN | Bronze |
| Media | MEDIA: USE OF MEDIA: USE OF SOCIAL MEDIA CAMPAIGN | Bronze |
| Media | MEDIA: PRODUCT/SERVICE: CONSUMER SERVICES | Bronze |
| PR | PR: INTEGRATED CAMPAIGN: INTEGRATED CAMPAIGN LED BY PR | Gold |
| PR | PR: PRODUCT & SERVICE: CONSUMER SERVICES | Silver |
| Cristal Festival, 2015 | ||
| Brand Entertainment & Content | Best use or integration of digital or social media | Emerald (Bronze) |
| Brand Culture | Best Content | Cristal (Gold) |
| Brand Culture | Best Content | Grand Cristal |
CLIENT MTV
PRODUCT MTV
ENTRANT IMPACT BBDO BEIRUT, LEBANON
TYPE OF ENTRY MEDIA: USE OF MEDIA
CATEGORY USE OF SOCIAL MEDIA CAMPAIGN
TITLE REVIVE CULTURE
PRODUCT/SERVICE MTV
ENTRANT COMPANY : IMPACT BBDO BEIRUT, LEBANON
ADVERTISING AGENCY : IMPACT BBDO BEIRUT, LEBANON
MEDIA AGENCY : OMD BEIRUT, LEBANON
PRODUCTION COMPANY : THE TALKIES BEIRUT, LEBANON
WALID KANAAN IMPACT BBDO CHIEF CREATIVE OFFICER
ALI ZEIN IMPACT BBDO REGIONAL CREATIVE DIRECTOR
GEORGES KYRILLOS IMPACT BBDO SENIOR ART DIRECTOR
CHRIS JABRE IMPACT BBDO SENIOR CREATIVE COPYWRITER
KARIM DIAB IMPACT BBDO GENERAL MANAGER
RAWAD KEYROUZ IMPACT BBDO TV PRODUCER
NASSIF ABOUALOULA IMPACT BBDO DIGITAL ACCOUNT DIRCETOR
SARAH ABDELNOUR IMPACT BBDO DIGITAL ACCOUNT EXECUTIVE
RAMI SADER BIZAROOB CO/FOUNDER DESIGNER
RIBAL NASR BIZAROOB DEVELOPPER
CHARBEL AZZI BIZAROOB DEVELOPPER
NADINE JABBOUR IMPACT BBDO COPYWRITER
SHARBEL JREISH IMPACT BBDO ART DIRECTOR
Results and Effectiveness:
The video clip was viewed 1,292,000 times in 199 countries to date. It triggered a national debate, covered by all TV stations and spurred by millions of online users. The hashtag of the prime time TV talk show trended on the night of the reveal, an unprecedented event that proved that all eyes were on the so-called actress, and they consequently unanimously assisted to the reveal and the facebook page launch.
The campaign earned 3.2 Million dollars in free media with thousands of users liking the page that reached 20K likes within a week.
Creative Execution:
The campaign started with the video stunt that turned into an instant viral sensation, based on previous online incidents and to prove our point. Then came the wake-up call when the actress revealed the purpose of her make over. Simultaneously, the cultural facebook page was launched on Prime Time TV driving users to share and debate real cultural content. To support the page launch, 2 TVCs evoking the same line of thought we aired and uploaded, inviting the Lebanese to be part of the page and become its advocates. An OOH campaign with a heavy media plan was deployed across the country, with the same message. Online, fake banners with scandalous stories redirected users the cultural page the moment they clicked on the banner. On ground, cultural corners were created in all Virgin Megastore locations, allowing customers to enjoy a good read with music while they shop.
Insights, Strategy and the Idea:
Produced in half a day, “I Love Bananas” by Zeezee M was uploaded online and became the most viewed YouTube video in the history of Lebanon in less than a week, with an average of 10,000 views per hour. When the actress revealed the nature of the premeditated stunt on prime time national TV, she proved to the nation that degrading online content was getting more visibility than true culture. Simultaneously, Sa2afetna was launched, a cultural Facebook page providing users with relevant cultural content that is truly worth sharing and debating. The wake-up call was endorsed by 2 TVCs and a nationwide OOH campaign. Online, fake scandalous banners redirected users to our cultural page. With thousands of Lebanese joining the page and sharing its rich content, a cultural movement was born.