| Brand | ACRES HOLDING |
| Product/Service | LE MALL |
| Entrant | JWT Beirut, LEBANON |
| Category | Merchandising/In-store Marketing & Point of Purchase Displays |
| Entrant Company: | JWT Beirut, LEBANON |
| Sales Promotion/Advertising Agency: | JWT Beirut, LEBANON |
The Brief
Ramadan is a key season for fashion retailers because it’s traditional to celebrate Eid in brand new clothes. Le Mall Saida branch wanted increase footfall during the month of Ramadan.
Describe how the promotion developed from concept to implementation
We wanted to remove the sense of guilt people sometimes feel when buying themselves new clothes when others are in need. So, the creative solution was to launch a direct campaign that would touch all Lebanese by bringing forward the true essence of Ramadan: the selfless act of giving.
Describe the success of the promotion with both client and consumer including some quantifiable results
The most popular blogs picked up on the campaign. The Live feed generated the most visits to the Le Mall’s site since its launch with over 35,000 impressions and 50% retention, for an online population of less than a million.
The actual Mall in Saida experienced record footfall and the tens of thousands of dollars collected all went to the Children’s Cancer Center of Lebanon.
Explain why the method of promotion was most relevant to the product or service
We wanted people to feel good about buying clothes for themselves. Therefore, every purchase was turned into a donation during the final 10 days of the month of Ramadan. We commissioned a local artist to build us the emotional visuals for the campaign and made sure all the proceeds went to charity, provided people dropped their receipts in the Heart. For the entire 10 days, the Heart appeared in a live feed on one of Lebanon’s leading websites.
Credits