2010 Winners & Shortlists

EHKINEH, PLEASE CALL ME BACK

Gold
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BrandALFA - MANAGED BY ORASCOM
Product/ServiceTELECOM
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryBest Use of Special Events And Stunt/Live Advertising
Entrant Company:LEO BURNETT BEIRUT, LEBANON
Advertising Agency:LEO BURNETT BEIRUT, LEBANON
Media Placement:STARCOM MEDIAVEST GROUP Beirut, LEBANON

Credits

Results and Effectiveness

218,000 heard it live on the radio Bloggers heard it live and tracked it on blogs. 412,000 shared it online. It created a great buzz that generated free media coverage It made it to the front page of leading local newspapers 658,000 read about it in the press In a country with a population of 4 million: 1,288,000 heard, read or shared the story of the stunt (Xplan Stat Ipsos) The campaign was valued at:$120,000 the actual cost:$0 2 weeks after the campaign: Additional “Ehkineh” transaction is 14% Distinct additional users 12.3% Variation of Distinct users added by almost 20%

Creative Execution

Creative Strategic Solution: We opted for guerilla communication choosing to interrupt 6 prime time programs on 6 main radio stations on the same day. It all happened live, where each time a different character will interrupt a presenter to convey a message to someone simply because he has no more credits on his phone to call him. The stunt immediately got people to talk and became a hit on the net through bloggers on Twitter, Facebook and other social medias, as word of mouth spread the message to a much bigger audience. Plus961.com, one of Lebanon’s most popular blogs picked up on the story early on in the morning, and the twiterrati kept the idea alive throughout the day, sparking laughter and discussions. It also got its share in major local newspapers in Lebanon. The initial response was overwhelmingly positive, and impromptu interruptions have been reported in various places.

Insights, Strategy and the Idea

The Brief: Our client “Alfa” a leading telecom provider in Lebanon wanted to create a buzz around a recently launched service “Ehkineh” in English “Call me” True to its name, this service allows the users to send "Please call me back" messages for free, whenever they are out of credit. The Insight Imagine how far you are ready to go when you have a message to convey and find your phone completely out of credit. The Target The main users of the pre-paid lines who will benefit from this service are the youth. They already perceive the brand as being vivid, young and risk taking. View the fact that both client and the target (youth) like risk-taking, we opted for guerilla communication through a unique approach that was never done in Lebanon or the region.

Credits

Name Company Role
Farid Chehab Leo Burnett Beirut Cco
Bechara Mouzannar Leo Burnett Beirut Executive Creative Director
Bechara Mouzannar Leo Burnett Beirut Creative Director
Ghida Younes Leo Burnett Beirut Creative Director
Rana Najjar Leo Burnett Beirut Copywriter
Rana Khoury Leo Burnett Beirut Copywriter
Tania Saleh Leo Burnett Beirut Art Director
Wissam Matar Leo Burnett Beirut Art Director
Nayla Baaklini Leo Burnett Beirut Art Director
Michael Chaftari Leo Burnett Beirut Digital Planner
Nada Abi Saleh Leo Burnett Beirut Deputy Managing Director
Tarek Hourany Starcom Beirut Media Manager
Peter Mouracade Leo Burnett Beirut Communication Supervisor
Fatima Merhe Leo Burnett Beirut Communication Manager