2010 Winners & Shortlists

Results and Effectiveness

100,000+ unique visitors to the microsite 300,000 page views on the microsite

Creative Execution

The idea was executed online by building a microsite that contained the virtual experience of a Wael Kfoury Concert. Users were able to interact, creating a playlist of songs performed by Wael Kfoury, editing surround sound, volume and bass, stage colours, lighting and theme. You could even decide what Wael Kfoury should wear. You could save your concert settings, share your concert with your friends and create as many new versions as you have time for. The platform was supported by a three-month online campaign. was run online to drive traffic to the site. Maktoob

Insights, Strategy and the Idea

Raise awareness of the LG Wael Kfoury Collection phones in a very cluttered space. Our target audience, arab youth, are passionate about music, but with most mobile handset producers creating downloadable playlists and music to promote their handsets, we needed to come up with something unique that would engage our target audience. Our insights showed that arab youth like to listen to music and seek out music online. They are technology saavy and like to consume content in a personalized context. We needed to engage consumers in a new way, using music on a platform that they could customize to suit their taste. So we created the first virtual concert experience to be developed in the region “Your personal Wael Kfoury Concert” in the process highlighting the phone’s special surround sound features.