2010 Winners & Shortlists

The Campaign

In Lebanon, it is a well-known fact that we have 6 women for every man. Since Exotica, Lebanon’s leading flower shop chain, is all about “Make a difference”, we wanted to make a real difference by trying to help every single woman secure a Valentine this year. Why not take matters, and your own happiness, into your own hands? After all, “fortune favors the brave”! The campaign was highly integrated on 6 groups, establishing a very strong brand presence, and connecting with the target audience on several platforms.

Success of the Campaign

Our flower sales increased 21% more than last year’s Valentine figures. We were contacted by leading press publications and TV stations, resulting in free PR coverage . The campaign was critically acclaimed by the blogging online community. A social media expert even blogged about the campaign as a successful case study. ivysays.com got an average of 1,200 views a day, in a country with only 400,000 high-speed connections, making it the most popular blog during the entire campaign. Engagement was high with 50 comments and 500 twitter and facebook mentions per day, the week preceding Valentine’s. (we will stress per day in VO) We received countless thanks from recently hooked up couples.

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

OUTDOOR & PRESS Lovely every-day single ladies were featured as pageant queens of missed chances. CREATION OF BLOG We secretly identified a start-up blogger and we anonymously developed ivysays.com, a few weeks before the launch of our campaign. VIRAL As Ivy blogged & tweeted away, she publicized her resolution of securing a Valentine in the form of a manifesto that was circulated on the streets. AMBIENT We pasted stickers guerilla style all over town. Ivy’s sticker appeared on the billboards, and Exotica appeared on the blog. ONLINE & DIRECT The “make your move” initiative started by developing a flower code, and distributing flowers in the streets of Beirut. Coded e-flowers were also sent online. USER-GENERATED INVOLVEMENT People’s amusing adaptations of the campaign popped up on facebook. Women also came together on Valentine’s eve in personalized “Miss” title to march in the bar district.