2010 Winners & Shortlists

The Brief

The 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. The target audience was to be drawn entirely from new potential customers. The campaign strategy was to create a social movement that infiltrates all aspects of social life, fighting to revive people’s personal sense of style. We were to establish Le Mall as a place of self-discovery and fashion experimentation; a fashion brand: that would build brand equity through getting the complex target to spend time with the brand.

Creative Execution

Beirut was the Paris of the Middle East. But more recently, people were beginning to dress and look the same. A stereotype image of the Lebanese man and woman had emerged. And the city where people lived to show off and be different was now in need of fashion reform. The idea of handing out spy-like miniature digital cameras came as a much-needed wake-up call for our target to take matters into their own hands. The giveaway enabled our target to act as fashion police. The idea was engaging the public and making them spend time with the brand and contribute to the campaign.

Describe the creative solution to the brief/objective.

With a strategy set to directly attack stereotypical fashion communication, Le Mall had to go beyond the common-truth of fashion and traditional media to stand out, and boldly set its position in the market. A direct idea was developed to capture, engage, and empower the fashion-conscious youth. So 2000 miniature digital cameras were given out,branded with the website www.iammyself.me and very specific instructions. The target was asked to expose copycats by uploading their photos to the website.The digital cameras were intended to create a major hype amongst the youth,help drive traffic to the website,generate content and drive the campaign into full integration.

Results

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.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 Sept with 43,799 entrances.This is demonstrating an impressive continuity and increase in the brand productivity and likeability.(Prodco International Traffic Intelligence Management)