2012 Winners & Shortlists

The Campaign

“Many will say we are mad men. But we only want a few to say: no, they are brave men!” Lebanese Brew came in as the underdog brand, challenging the status quo, and Lebanon’s one and only other local beer since 1933. Courage was at the heart of the brand. And since beer is a social drink, we needed to make this courage contagious. We turned to social media to recruit the Lebanese youth, ages 18 to 25, to help launch our brave new beer. ‘Courage is contagious’ became the brand’s point of view, and guided the brand communication, sampling, and distribution. Our objective was set on launching Lebanese Brew as the new alternative local beer in Lebanon. We needed to reach sales figures of up to 1,500 cases per month for 2011. And gain 2% market share of key accounts.

Success of the Campaign

-We are selling an average of 2,500 cases a month -We have reached 3% Market share in Key accounts -Our Facebook page has 11,873 “likes” and 273,390 interactions. -The delivery service viewed by 8,733 users and more than 720 orders -Beer Mapout: 8,433 visits with 97 new locations added and 19 converted -Boat party tab was viewed by 11940 people. -Facebook Reach Block ensured that our music video was viewed by close to 500,000 people, approximately half of all Lebanese Internet users. (Source Facebook). -LB is the first and only Facebook case study in the MENA region.

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

To establish the brand’s pov we created a music video. We created a free permanent outdoor through the “Courage is Contagious” 50meter graffiti in Beirut To get the Lebanese youth to sample our new beer, we created THE BRAVE DELIVERY SERVICE, a Facebook application that allowed the users to order 12 brave bottles beer, delivered cold and free of charge. To solve the distribution problem, we created THE BRAVE BEER MAPOUT a Facebook application that allowed the users to navigate Google Maps and tag the closest convenient store to them, announcing that they demand the beer in this store. The backend of the App notified the Lebanese Brew distribution team. To get the beer into beach resorts we pulled a PR stunt with THE BRAVE YACHT. Loaded with free beer the yacht docked in front of all the major beach resorts and people were invited to come party on board.