2011 Winners & Shortlists

Results and Effectiveness

On a qualitative front, Exotica’s strong brand image in our market contributed in shifting the bad perception of waiting for bouquet tossing: catching the bouquet became a moment of fame for ladies at weddings v/s picturing them as desperately seeking husband types. On the business level, and despite a gloomy economical summer season for Lebanon, Exotica captured around 120 wedding event decorations, an increase of about 18% more than 2010 season.

Creative Execution

Using outdoor which has proven to be extremely powerful for Exotica’s target, we chose a creative media buy where women would be reaching out for the bouquet from one outdoor panel to another… dramatizing the extent to which a woman would go to get it. The campaign started when World Cup season’s hype was still on, and because we’ve captured the moment of catching, analogy was made between both events happening during that season. Same objective to win, different profile of players. The outdoor campaign was complimented with permanent large outdoor locations and together created high visibility for different situations of catching up the bouquet.

Insights, Strategy and the Idea

In a society outnumbered by women, summertime is the mating season they all wait for and Lebanon turns into a huge meet market. People come from abroad, mostly men looking to settle down and weddings are the perfect opportunity for single women. True that tossing the bouquet is universal but singletons see in it a perfect opportunity to shine. No stilettos or high heels prevent them from stretching, bending, taking a giant leap to catch attention. Catching the bouquet is an achievement; we chose with Exotica to own that moment when super powered sporty elegant beautiful women aim to score.