GRAVITY BREWING: THE LAST SUMMER ON EARTH - MOBILE APP

Credits & Description:

Client GRAVITY BREWING

Product LEBANESE BREW

Entrant INTERESTING TIMES Beirut, LEBANON

Type of Entry: Media: Use of Media

Category: USE OF DIGITAL MEDIA (INCLUDING INTERNET, MOBILE DEVICES, ETC)

Title: THE LAST SUMMER ON EARTH - MOBILE APP

Product/Service: LEBANESE BREW

Entrant Company : INTERESTING TIMES Beirut, LEBANON

Advertising Agency : INTERESTING TIMES Beirut, LEBANON

Media Agency : INTERESTING TIMES Beirut, LEBANON

Name Company Position

Mo Alghossein Interesting Times Creative Director

Jimmy Francis Interesting Times Creative Director

Ashraf Mansour Interesting Times Strategic Director

Wassim Bassil Interesting Times Managing Director

Tres Colacion Interesting Times Copywriter

Ali El Sayed Interesting Times Art Director

Karim Kazan Interesting Times Creative Director

Anthony Kharat Interesting Times Art Director

Lara Safar Interesting Times Engagement Director

Amer Chamaa Interesting Times Digital Planner

Bahaa Awad Interesting Times Senior Digital Producer

Karam Alghossein Interesting Times Senior Content Producer

Results and Effectiveness:

LB saw an increase to 7% market share on key accounts in its second year and 18% market share within its target audience. LB went from selling 2500 cases per month, to 5400 cases per month. (source: Snowball Distribution s.a.l.) The campaign helped the brand further engage with its exisiting online community, thereby more than multiplying the number of interactions on our Facebook page from last year. And the campaign recruited more than 7000 new active users to date, increasing the size of our community from 10,594 active users to 17,824 active users in less than 3 months. (source: Facebook)

Creative Execution:

Our idea was to use the ‘2012 End of the World’ hype and turn it into the ultimate deadline that would urge people get out of their comfort zones and push each other to do the things they never had the courage to do. We first launched an online manifesto that urged the Lebanese youth to break from the conformity of everyday life and get out and TRY SOMETHING BRAVE before THE LAST SUMMER ON EARTH! A nation-wide multi-visual outdoor campaign followed. All offline and online communication directed people to TrySomethingBrave.com where they could download LB’s Mobile Application that came with a bold bucket list of things to do before summer ends. The mobile application allowed users to bet virtual bottles of Lebanese Brew, and dare their friends to do something from the Bucket List to win the beer.

Insights, Strategy and the Idea:

LB first launched in Lebanon May 2011 with ‘Courage Is Contagious’. The high-on-engagement social media campaign inspired a brave part of the country’s youth to challenge the status quo and break from the stereotype of Lebanon’s beer monopoly for over seventy years. This year, Lebanese Brew needed to further engage with its online community, which had high expectations of the brand. And the fact that Lebanese Brew was still at an entry level in the market meant that this was a crucial summer that would decide the brand’s future success. The much-anticipated campaign also needed to reach out to new consumers, inducing some serious trial. So we thought, if the brave part of the Lebanese youth was courageous enough to support the brand last year, what would it take for the more conformist people to follow? Will they go out of their comfort zones when faced with the ultimate deadline?