2010 Winners & Shortlists

EXOTICA VALENTINE'S MAKE A MOVE

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Client/BrandEXOTICA
Product/ServiceFLOWER SHOP
EntrantLEO BURNETT BEIRUT, LEBANON
Type of EntryMedia: Integrated Campaign
CategoryBest Integrated Media Campaign
Entrant Company:LEO BURNETT BEIRUT, LEBANON
Advertising Agency:LEO BURNETT BEIRUT, LEBANON
Media Agency:STARCOM MEDIAVEST GROUP Beirut, LEBANON

Credits

Results and Effectiveness

Our flower sales increased 21% more than last year’s Valentine figures. We were contacted by leading press publications and TV stations, resulting in free PR coverage. A social media expert blogged about the campaign as a successful case study of synergy between outdoor and viral. We received countless thanks from recently hooked up couples.

Creative Execution

Phase 1: · traditional launch, single ladies featured as pageant queens. · Progressively made outdoor campaign interactive. · Identified blogger experiencing similar frustrations. Anonymously developed ivysays.com, building relationship with core target, reaching single ladies. Phase 2 · Exotica’s relationship with Ivy revealed on billboards. · Exotica appeared on blog, fusing outdoor & viral. · Started “make your move” by developing flower code. A girl tells her beau how she feels, sends a rose with a meaning. He decodes color on website and sends a bouquet on Valentine’s. · Roses distributed one week in trendiest Beiruti districts. Phase 3 · Women started tagging single friends on campaign images, inviting them to a single ladies’ march on Valentine’s eve with personalized sashes. · Storeowners put sashes on storefronts mannequins. · Made outdoor interactive by evolving traditional media, in synergy with social-media, inspiring single ladies to bring visuals to life in the streets.

Insights, Strategy and the Idea

The objective was to get a new and untapped segment of the brand to pay attention to a daring Valentine’s campaign. The target audience of the direct campaign was all young single ladies in Beirut. Since Exotica, Lebanon’s leading flower shop chain, is all about “Make a difference”, we wanted to make a real difference by trying to help every single woman secure a Valentine this year. Why not take matters, and your own happiness, into your own hands? After all, “fortune favors the brave”! So, we launched our “Make a Move” campaign where we would evolve the orthodox and highly anticipated outdoor medium in 3 phases over the course of the campaign.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Beirut Regional Exec. Creative Director
Ghida Younes Leo Burnett Beirut Creative Director
Wissam Matar Leo Burnett Beirut Associate Creative Director
Rana Khoury Leo Burnett Beirut Copywriter
Fatima Merhi Leo Burnett Beirut Copywriter
Natasha Maasri Leo Burnett Beirut Art Director
Caroline Farra Leo Burnett Beirut Art Director
Krystel Hoche Leo Burnett Beirut Art Director
Michael Chaftari Leo Burnett Beirut Digital Planner
Dima Kfouri Leo Burnett Beirut Planner
Carol Hanna Leo Burnett Beirut Regional Communication Director
Mounir Camel Toueg Leo Burnett Beirut Communication Executive
Bachar Srour Photographer
Salem Habbous