2011 Winners & Shortlists

The Brief

In an increasingly cluttered market, A&H was faced with a challenge. It needed to set itself apart from the dozens of property developers in Beirut.

Creative Execution

We ran print ads based on the endings of famous stories that our audience had fond memories of, and we signed them with a website www.BuldingStories.me. On the site, we gave each of the development projects a story, making them more than just bricks and mortar. We invited people to share their own stories, and made them easily shareable on Facebook and Twitter. Our audience came to associate the buildings with more than just a series of apartments; they became the places of their hopes and dreams.

Describe the creative solution to the brief/objective.

The starting point was an understanding that buying an apartment is a huge step in everyone’s life. Whether you’re old or young. Rich or poor. The creative solution was to remind people what getting a new apartment is really about. Turning a page. Building your story. A new beginning. Therefore, the direct campaign comprising of print ads, a website and a competition, was aimed at engaging the consumer with the brand rather than telling the consumer what the brand is.

Results

Visitors to BuldingStories.me also led traffic to the A&H Development website, increasing visibility. The response to the competition was immediate. Out of the hundreds of stories submitted, 17 were shortlisted and a winner was selected through a poll on the website. The winning story was published on a full page in one of Lebanon’s leading magazines. Furthermore, the winner also received a fully fitted high-end SieMatic kitchen. Our way of giving him a helping hand in building his new beginning.