2010 Winners & Shortlists

SLEEPING BUS

Short List
BrandSCJ
Product/ServiceBAYGON
EntrantHORIZON DRAFTFCB Beirut, LEBANON
CategoryBest Use of Standard Outdoor
Entrant Company:HORIZON DRAFTFCB Beirut, LEBANON
Advertising Agency:HORIZON DRAFTFCB Beirut, LEBANON
Media Placement:BRAND CONNECTION Beirut, LEBANON

Credits

Results and Effectiveness

As a result to the wide-spread usage of public transportation buses, Baygon acquired greater awareness in people's minds. Moreover, it effectively answered people's concern and generated a positive buzz in the city. Finally, it increased the brand's market share by 1%.

Creative Execution

The creative solution was very intelligible, and without question grounded on the target audience's daily life: the bus was used as an ambient, where pictures of sleepy people functioned as a visual illusion of real passengers on the bus. The extensive use of 79 buses that circulate all day long on main roads in the capital and its suburbs was a powerful tool to get the idea through to people in their daily functions.

Insights, Strategy and the Idea

The campaign's reason for being was to accomplish two main goals: increase the brand's market share on one hand, and prove the product's efficiency amongst the fierce competition on the other. As the target audience prepares for the hot summer season, a good anti-mosquito is at need. The insight was based on the research showing that the consumer's biggest nightmare was day sleeping, due to the sleepless nights caused by annoying mosquitoes who are free to enter with all windows and balcony doors wide open. With that significant insight, the task was to have Baygon answer the target audience's most considerable concern.

Credits

Name Company Role
Alain Hochar Horizon Draftfcb Regional Creative Director
Nicol Richa Horizon Draftfcb Senior Art Director
Maria Moghaizel Horizon Draftfcb Senior Graphic Designer
Aline Baddour Horizon Draftfcb Senior Account Manager
Fouad Sabbagh Brand Connection Head Of Planning
Fadia Abou Jawdeh Brand Connection Media Planner
Jad Khoury Printworks General Manager
Chadi Sawaya Printworks Digital Printing Division Manager