Category: Best use or integration of experiential events
Advertiser: BONJUS
Product/Service: ICE CREAM
Agency: NINETEEN84
Executive Creative Director: Said Francis (Nineteen84)
Managing Partner: Adib Basbous (Nineteen84)
Associate Creative Director: Omar Kabbani (Nineteen84)
Brand Manager: Rhea Korban (Nineteen84)
Art Director: Cathy Frangie (Nineteen84)
Media placement: Street Activation - Public & Online - 10 August 2011
Campaign Description
This initiative is definitely considered the very first stand-up comedy in the middle of a highway in Lebanon. Such a stunt could also be a global premiere.
Effectiveness
Everyday, thousands of Lebanese spend hours stuck in endless traffic jams and chaotic driving conditions.
To put a smile on their day, Bonjus, an iconic Lebanese ice-cream brand, brought laughter to the street with the help of a well-known comedian, in the first ever comedy act performed in the middle of a 5-lane highway.
Implementation
We literally reached 50,000 spectators by the mere fact that they were stuck in traffic on a 5 lane-highway on both directions. Our bus circled the 17km allocated 6 times. Nemr Abou Nassar, the renowned stand-up comedian performed, for 4 hours non-stop, free.
Add to that the earned exposure in social media and hits on YouTube and Facebook.
Outcome
400% increase in the number of views of the Bonjus page.
100,000 views of the campaign on social media.
50,000 drivers who laughed all the way to work.