2010 was a difficult year for Lebanon. The threat of armed militias taking over the country was imminent, but a force that was dormant for years emerged to maintain security: the Lebanese Army.
Gaining the admiration of the people, the Army wanted to assure them that no matter the political climate, they would truly guard the nation come what may.
The Army wanted to go beyond the normal Independence Day celebrations, and develop an integrated marketing campaign that would target the population in way that was engaging and stimulating.
Success of the Campaign
As helicopters dropped parachutes of roses we directly engaged our target in a disruptive manner. Everyone started collecting them as souvenirs, and the army was successfully able to reflect their image as the true protectors of the nation.
The joyous interaction between the soldiers in the helicopters and the people on the ground can be clearly seen in the video, and an intimate bond was immediately formed between the Army and the people.
The following results were obtained:
- PR exposure: Over $250,000 in PR value
- Newspaper & Magazine Reach: Over 1,000,000 readers
- TV Reach: 400,000 viewers in only 2 days
- Online Reach: 200,000 viewers within the first week
Total Media Budget? $0
As a special thank you for the campaign, we also received a letter of praise from His Excellency, Mr. Michel Suleiman, the president of the republic of Lebanon.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
On Independence Day, Nov. 22, helicopters flew over the city of Beirut, parachuting thousands upon thousands of roses. On these roses was a simple message: Today we celebrate what brings us together. Happy Independence Day.
All the while, a PR campaign infiltrated the press and online. Utilising social media sites such as Facebook and Twitter, a simple seeding campaign was developed to help spread the word.
With the help of the happy many that witnessed the event, word of mouth spread quick. We also invited TV channels to head to the streets of Beirut and expect a surprise from the Lebanese Army. Traditional press releases and interviews were also organised for print.
A specially developed direct mailer was also sent to 128 members of Parliament informing them of this special military display.