2011 Winners & Shortlists

The Campaign

Pikasso, the leading outdoor network in Lebanon, launched the 1st mall network in the largest mall of Beirut: City mall. The campaign idea was to prove efficiency of the network visibility via a competition that would engage the mall’s visitors. We created a simple photographic competition, where all you had to do to was shoot any yellow object inside city mall and you could win a yellow Fiat 500. The campaign was promoted on outdoor networks as well as inside the mall, creating a synergy to funnel a much larger audience to City Mall, and prove the comprehensive efficiency of the networks. In City Mall, the network conveyed informative reel on LCD panels, and an interactive map on other panels. Participants submitted their entries on a micro-site and updates of competition were given on a Facebook page. In the mall, participants could upload entries in yellow booths placed at their disposal.

Success of the Campaign

The result was surprising and surpassed all expectations: Over 22,000 people visited the microsite in 9 days. Over 2,000 pictures were submitted and judged by a panel of the best professional photographers. The network was sold out for the rest of the year. Pikasso has since opened two more mall networks, with more on the way.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was launched across the following channels throughout this integrated campaign: - Outdoor: Unipoles (15x3) 4x3 Scrollers - Indoors (the mall): 2m2 scrollers LED screens 4x3s in the parking lots - Digital: Microsite (www.wintheyellow.com) Facebook - Direct Marketing: Flyers in universities Posters in universities - Promotional Marketing: 2 Yellow Submission Booths in the malls - Ambient Yellow objects put all throughout the mall - PR: Press conferences Media Mentions