2010 Winners & Shortlists

The Campaign

Exotica in Lebanon stands for green. It’s a loved brand that people admire and wait for its unusual and humoristic communication. The brief was to generate traffic on Exotica’s website, so we saw in April fool’s day the opportunity to do just that.

Success of the Campaign

The campaign created a huge buzz in just 1 day, people called to audition live on the radio, logged onto the website to inquire about the job and learn the results, sent e-mails to Exotica, etc… And the traffic on the website increased 42%!

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

Using humor as a tonality and April fool’s day as an opportunity, we’ve created a bogus job offer: Botanico Musicologist; and using many media, mainly radio, we’ve directed people to visit the website to know more.