| Brand | EXOTICA |
| Product/Service | FLOWER SHOP |
| Entrant | LEO BURNETT BEIRUT, LEBANON |
| Category | Best Use of Viral and Email Marketing |
| Entrant Company: | LEO BURNETT BEIRUT, LEBANON |
| Advertising/Web Design Agency: | LEO BURNETT BEIRUT, LEBANON |
Credits |
Brief Explanation
The objective was to get an untapped segment to pay attention to a daring Valentine’s campaign.
Target audience was all Beiruti single ladies.
BLOG CREATION
We secretly identified a start-up blogger and we anonymously developed ivysays.com.
VIRAL
As Ivy blogged, she also publicized a manifesto that was circulated on the streets.
ONLINE/DIRECT
The “make your move” initiative started by developing a flower code, and distributing flowers in Beirut. Coded e-flowers were also sent online.
USER-GENERATED
Adaptations of the campaign popped up on Facebook. Women came together on Valentine’s eve in personalized “Miss” sashes, marching in the bar district.
Credits
| Bechara Mouzannar |
Leo Burnett Beirut |
Regional Exec. Creative Director |
| Ghida Younes |
Leo Burnett Beirut |
Creative Director |
| Rana Khoury |
Leo Burnett Beirut |
Copywriter |
| Wissam Matar |
Leo Burnett Beirut |
Associate Creative Director |
| Natasha Maasri |
Leo Burnett Beirut |
Art Director |
| Caroline Farra |
Leo Burnett Beirut |
Art Director |
| Michael Chaftari |
Leo Burnett Beirut |
Digital Planner |
| Fatima Merhi |
Leo Burnett Beirut |
Communication Executive |
| Carol Hanna |
Leo Burnett Beirut |
Regional Communication Director |
| Dima Kfouri |
Leo Burnett Beirut |
Communication Executive |
| Salem Habouss |
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