2011 Winners & Shortlists

The Campaign

The brief was to drive traffic to Le Mall during the FIFA season. The Lebanese national football team ranks 160th in the world but that doesn’t dampen anyone’s spirits when the World Cup comes around. Mainly male football fanatics turn the city into a jungle of flags from around the world and, however much they love the women in their life, they don’t want them interfering in their love for the game.

Success of the Campaign

Within 24 hours of its launch, everyone was talking about the campaign on blogs, social networks, and in magazines. Feminists also took notice, but they didn’t see our 'hitback' campaign coming: women with daring statements, asserting their preferences and their knowledge of the game. For the first time, 2500m2 of a retail space was entirely dedicated to World Cup fans. 10,000 people watched the games in Le Mall, leading to a 35% increase in footfall, of which 68% were men.

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

The solution was to bring men to Le Mall, a prime female shopping destination. By turning the retail space into a stadium-like venue broadcasting the games live, we gave men the ideal setting to enjoy the game, while shopping would distract their partners. A 360 campaign was developed, directed at men, to bring the women in their lives to the game at Le Mall.