2012 Winners & Shortlists

The Campaign

This December, Cimenterie Nationale S.A.L., a leader in the cement industry in Lebanon, launched a campaign aimed at overcoming the general negative perceptions of their company with respect to the environment and economy and presenting itself as a socially responsible actor that abides by international standards. The campaign needed to address all stakeholders, from the construction industry to the Lebanese community at large, and to project aspirational and admirable values. The campaign needed to build credibility and confidence in the brand. While Cimenterie Nationale has always played a role in the building of concrete material, the company does much more than that by helping our community achieve their hopes and dreams, from homes and offices to hospitals and schools. Whatever our community’s dreams and aspirations, Cimenterie Nationale would like to play an instrumental role in helping realize those dreams. A new brand proposition, “Building Concrete Dreams” was introduced to deliver this message.

Success of the Campaign

The campaign received very positive feedback from the Cimenterie Nationale’s clients and the Lebanese community alike. For the first time, a cement company in Lebanon has managed to project a human dimension. The campaign successfully modernized the brand, corrected false perceptions of consumers and made a company that sells a basic commodity a conversation starter. The brand has received a lot of attention from humanitarian, cultural and non-profit organizations, many of which are identifying new CSR opportunities for partnership with Cimenterie Nationale. On a business level, the results are very encouraging and Cimenterie Nationale expects to exceed its first quarter forecasts based on orders received in January 2012.

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

The campaign was launched on TV, outdoor and print media. Our ATL message reflected a simple and true message in which a child is shown illustrating her dream, and showcasing how this dream becomes a reality. The campaign talked three main areas: infrastructure, connections and school, each receiving it’s own press, magazine and outdoor execution. The ATL message was supported in CSR with a school activation at the National School of Chekka in which children were given the opportunity to draw their dreams on a cement wall on the school premises. The brand’s iconic lion logo was even painted on existing graffiti walls throughout the country, showing our support for those who have expressed themselves on cement walls built with CImenterie Nationale’s cement. A direct mailer was also developed using a cement bag cushion, further reinforcing the message of concretizing dreams with key suppliers and partners.