2010 Winners & Shortlists

The Campaign

Exotica moved from its Zalka branch to a new shop in Jal el Dib. We created Zahra! A loveable, charming character who would deliver our campaign message while spreading some fun amongst our people. First, we communicated the news that Zahra was missing and we drove our consumers to the website: www.savezahra.com Then, we created and designed an online game to save Zahra and win a trip to Amsterdam. Our main message was fully present: Zahra needs to go from Zalka to Jal el Dib where Exotica has moved!

Success of the Campaign

The campaign generated unexpected and unprecedented viewership both online and on the street. The results: In two weeks, In a country of only 400'000 high speed internet connections, the microsite attracted 9,036 viewers and more than 4,365 players competed to save Zahra. It also appeared in 20,301 page views. Zahra became a lovable hero who was finally saved.

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

The campaign started on the web, in newspapers, on radio headline news, with “Missing” posters hang across town and a real size “Zahra” in a pot, placed at different locations in Beirut, hitchhiking her way to the new location. All tools led to the microsite and the game that makes people play to save Zahra. On the web, we identified influential websites and bloggers that would be excited about our game and our microsite www.savezahra.com Amateurs and influential bloggers immediately began sharing the story of Zahra within their communities: Facebook, Twitter, Stumbleupon, email, etc…