GRAVITY BREWING: THE LAST SUMMER ON EARTH

Credits & Description:

Advertiser: GRAVITY BREWING
Agency: INTERESTING TIMES
Category: Best Use of Social Media
Advertising campaign: THE LAST SUMMER ON EARTH
Senior Art Director: Ali El Sayed (Interesting Times)
Engagement Director: Lara Safar (Interesting Times)
Creative Director: Mo Alghossein (Interesting Times)
Strategic Director: Ashraf Mansour (Interesting Times)
Digital Producer: Bahaa Awad (Interesting Times)
Creative Director: Karim Kazan (Interesting Times)
Managing Director: Wassim Bassil (Interesting Times)
Junior Planner: Amer Chamaa (Interesting Times)
Creative Director: Jimmy Francis (Interesting Times)
Copywriter: Tres Colacion (Interesting Times)

Strategy
After a year from its launch, Lebanese Brew established itself as Lebanon’s other local beer, gaining 7% market share, of which 18% is a share among its core consumers of 18 to 24-year-olds – gathering a youth community of thousands of active members on social media. 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 get out of their comfort zones when faced with the ultimate deadline?

Execution
We used the ‘2012 End of the World’ hype and turn it into the ultimate deadline that would urge people to get out of their comfort zones and push each other to do the things they never had the courage to do. All communication directed people to Lebanese Brew's interactive Facebook page which hosted our new app that came with a bold bucket list of things to do before the summer ends. The 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. They just had to upload a photo of themselves doing the dare to win the beer! This gave the app a viral component as people were creating their own ‘Last Summer On Earth’ posters by placing the bold campaign messages over their brave photos, treating the photos and then sharing them with friends!

Effectiveness
The campaign helped the brand further engage with its existing online community, multiplying the number of interactions on our Facebook page and recruiting more than 7000 new active users, increasing the size of our community to 17,824 active users in less than 3 months. The campaign posters and manifesto video posted by Lebanese Brew on our Facebook page received 4573 likes, 678 shares, and 564 comments throughout the campaign duration. With an 80,000 viral reach, amassing 738,328 impressions, and engaging 34,464 Facebook users. We had an average of 5,608 users talking about the brand throughout the campaign duration. (source: Facebook)