STANDING ON THE BALCONY OF 31ST FLOOR
| Brand | A&H |
| Product/Service | PROPERTY DEVELOPMENT |
| Entrant | JWT Beirut, LEBANON |
| Category | Best Use of Ambient Media: Large Scale |
| Entrant Company: | JWT Beirut, LEBANON |
| Advertising Agency: | JWT Beirut, LEBANON |
Credits |
Results and Effectiveness
The total communication effort on Les Étages resulted in 60%occupancy.
www.ah-development.com
Creative Execution
Bring the 31st floor experience to the audience by exaggerating the height of the building.
Using a typical modern banister we recreated the balcony of the 31st floor and placed it in various locations around the
construction site. Besides regular prints and fence branding no substantial initiative was done on the Les étages.
Insights, Strategy and the Idea
Beirut is relatively a low rise city. Buildings over 20 stories are considered high rise.
There are 92 luxurious towers under construction in Beirut. Les Étages, a 31 floor
tower, is A&H’s biggest projects and one of the highest to be built in Beirut.
Introduce Les Étages to the investors and prospect buyers. Primarily targeting the audience living
in a radius of 2Km from the tower who happen to be staying in old or low rise buildings.
There are no commercial towers open to the public in Beirut. The Lebanese have rarely experienced the view of their city from above.
Credits