| Brand | ACRES HOLDING |
| Product/Service | LE MALL FASHION BRAND |
| 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 launch campaign’s innovative approach led tremendous communication results. www.iammyself.me became a popular forum attracting 25,000 active visitors with over 500 user-generated photos.(39.1% penetration on population 4.1million–Middle East Internet Usage and Population Statistics)
Broke Lebanon Facebook Click Through Rate records. The best case to date is 0.2% while Le Mall successfully received close to 0.3%.(Media Insight Dubai)
The traffic driven to Le Mall was measured through the footfall system installed in all Le Mall entrances. The daily footfall weekly average had increased by 200% from the date of launch in April to the latest figures in September with 43,799 entrances.
Creative Execution
We positioned Le Mall as not another or better mall but as a fashion brand,a place for self-discovery and fashion experimentation.In the city where everyone lived to show off and be different,people were beginning to dress and look the same.A stereotype image of the Lebanese man and woman had emerged. And so the idea was to launch Le Mall through a social movement that infiltrates all aspects of social life,fighting to revive people’s personal sense of style.We set out with a direct attack against stereotypical fashion communication.A first of its kind ambient campaign was launched across the streets of Beirut,making clever use of sidewalks in front of other malls in the city,busy parking lots and key pedestrian shopping areas.Special white vinyl stickers were placed on the ground to create crime scenes with life-size chalk outlines of fashion victims.Tagged only with a website,the fashion victim installations would direct people to www.iammyself.me.
Insights, Strategy and the Idea
The business and marketing objectives were to drive immediate traffic to Le Mall post-launch and get target to spend at least 1 to 1.5hours a day at Le Mall. The communication objective was to launch Le Mall as a fashion brand with a distinctive communications and media strategy that would trigger interest, behavioral change, and direct involvement from target.
Credits