2010 Winners & Shortlists

OFF THE WALL

BrandT. GARGOUR & FILS
Product/ServiceJEEP
EntrantIMPACT BBDO Beirut, LEBANON
CategoryBest Use of Ambient Media: Large Scale
Entrant Company:IMPACT BBDO Beirut, LEBANON
Advertising Agency:IMPACT BBDO Beirut, LEBANON
Media Placement:MEDIA DIRECTION OMD Beirut, LEBANON

Credits

Results and Effectiveness

The campaign generated a lot of noise and positive word of mouth. Curious people were seen parking at the highway taking pictures of the car and questioning if it was real. The traffic to the showroom has increased in the showrooms and customers were specifically asking about the Jeep model that was featured on the wall. The sales witnessed a 25% increase above the norms. Many cars orders were placed.

Creative Execution

JEEP has always been a brand known for its adventurous, extreme and confident attitude; consequently an innovative ambient advertising concept was created to reinforce the brand’s “GO ANYWHERE. DO ANYTHING” motto across the country and break out from conventional outdoor advertising. A ground breaking installation was put into action safely by a team of architects and engineers at a strategic and central location on one of the city’s main highways. A JEEP was hung vertically on the building’s side with what appears to be a parking lot ground beneath it. At first sight, drivers were stunned by this view because ambient concepts such as this are not common practice in Lebanon.

Insights, Strategy and the Idea

Reinforce Jeep’s ‘Go Anywhere, Do Anything’ motto and establish the brand as the only SUV brand that is capable of performing such a stunt with power, confidence and efficiency. Increase traffic to the Jeep showroom and expand the brand’s customer base by intriguing non-Jeep drivers. Create a buzz around an unconventional concept that was a first to be undertaken in the region. The campaign was not only intended to reach out to the general public. It also targeted the adventurous at heart aged between 25 and 50 who strive to be different and take on life with an attitude. Jeep welcomed the idea’s unconventionality, as it truly characterized the brand’s image. The installation proved to have a profound effect on viewers not only because it stood out but because it demonstrated the individuality of the brand

Credits

Name Company Role
Omar Sadek Impact BBDO Manager - Media Innovation/Content Development
Caroline Nammour IB2 Creative Director
Fahed Abdullah IB2 Art Director
Roula Safi Impact BBDO Head Of Business Unit
Rachid El Khazen MD-OMD Manager - Buying