Picon: PLAY FOR A CAUSE

Credits & Description:

Advertiser: BEL GROUP
Agency: LEO BURNETT BEIRUT
Category: Community Applications
Advertising campaign: PLAY FOR A CAUSE
Chief Creative Officer: Bechara Mouzannar (Leo Burnett Beirut)
Communication Supervisor: Hisham Kekhia (Leo Burnett Beirut)
Regional Executive Creative Director: Malek Ghorayeb (Leo Burnett Beirut)
Group Communication Director: Peter Mouracade (Leo Burnett Beirut)
Digital Director: Samer Shoueiry (Leo Burnett Beirut)
Creative Director: Tania Saleh (Leo Burnett Beirut)
Digital Art Director: Tonnie Tannous (Leo Burnett Beirut)
Communication Executive: Misbah Natour (Leo Burnett Beirut)
Senior Art Director: Nayla Baaklini (Leo Burnett Beirut)
Community Manager: Roula Haddad (Leo Burnett Beirut)

Brief Explanation
Since kids tend to spend most of their time gaming online, we gave them the opportunity to play for a worthy cause with the Play for a Cause Facebook application. Kids could play a series of fun games representing the 4 Happiness Heroes while gathering virtual points that would later be turned into real donations to charity.After reaching the initial $5,000 goal after 8 short days, we set a new goal at $10,000 which was reached just 5 days later.The game had 2,054 players spending an average of 29 minutes, and was visited by over 24,000 unique visitors with 1,500 sessions/day on average.