EXOTICA VALENTINE'S MAKE A MOVE
Brand | EXOTICA |
Product/Service | FLOWER SHOP |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Best Use of Standard Outdoor |
Entrant Company: | LEO BURNETT BEIRUT, LEBANON |
Advertising Agency: | LEO BURNETT BEIRUT, LEBANON |
Media Placement: | 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
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 |
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