2010 Winners & Shortlists

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.