2010 Winners & Shortlists

LE MALL LAUNCH

Short List
BrandACRES HOLDING
Product/ServiceSHOPPING MALL
EntrantJWT Beirut, LEBANON
Entrant Company:JWT Beirut, LEBANON
Advertising Agency:JWT Beirut, LEBANON

Credits

The Campaign

The business and marketing objectives were to drive immediate traffic to Le Mall post-launch and get target to spend at least 1 to 1.5hours a day at Le Mall. The communication objective was to launch Le Mall as a fashion brand with a distinctive communications and media strategy that would trigger interest, behavioral change, and direct involvement from target. We positioned Le Mall as not another or better mall but as a fashion brand, a place for self-discovery and fashion experimentation. In the city where everyone lived to show off and be different, people were beginning to dress and look the same. A stereotype image of the Lebanese man and woman had emerged. And so the idea was to launch Le Mall through a social movement that infiltrates all aspects of social life, fighting to revive people’s personal sense of style.

Success of the Campaign

The launch campaign’s innovative approach led tremendous communication results. www.iammyself.me became a popular forum attracting 25,000 active visitors with over 500 user-generated photos. (39.1% penetration on population 4.1million – Middle East Internet Usage and Population Statistics) Broke Lebanon Facebook Click Through Rate records. The best case to date is 0.2% while Le Mall successfully received close to 0.3%. (Media Insight Dubai) The traffic driven to Le Mall was measured through the footfall system installed in all Le Mall entrances. The daily footfall weekly average had increased by 200% from the date of launch in April to the latest figures in September with 43,799 entrances. This is demonstrating an impressive continuity and increase in the brand productivity and likeability. (Prodco International – Traffic Intelligence Management)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We launched with a copy based campaign that made use of magazines, posters, outdoors, and creative media buys:Airport Exit “Welcome to the city where everybody wants to be somebody else” Bathroom Mirrors “Practice more on your bedroom mirror” Popcorn Boxes“Watch but don't copy” to name a few. Then ambient installations of chalk-outlined fashion victims covered sidewalks, parking lots and busy city streets. To start up a conversation, all communication was tagged with the website: iammyself.me. Then a pack of look-alike models handed out a special giveaway bag containing the I Am Myself Manifesto, ‘No Copycats Allowed’ stickers, and a branded miniature digital camera with instructions to expose all copycats by uploading their photos to the website. All communication was supported by a heavy radio campaign, and within a week iammyself.me became a popular forum where a fueled debate on the true meaning of individuality and personal style was taking place.

Credits

Name Company Role
Jwt-Beirut Jwt-Beirut -