2012 Winners & Shortlists

Results and Effectiveness

According to Facebook stats, an average of 8 people turn 18 in Lebanon every day. Every one of these people saw our ad on their Birthday. This has resulted in 56 people so far claiming their Bravely 18 Birthday gift in the first month! The campaign is still active and now totals an average of 20% conversion rate. The viral component in the campaign helps it spread as wall posts from Lebanese Brew on people’s walls appear at a time when it is highly active with all their friends wishing them a happy birthday.

Creative Execution

Facebook Advertising allows targeting users on their birthdays. This gave us access to people on the day they turned eighteen. We created the ‘Bravely 18’ application on our Lebanese Brew Facebook page. We designed Facebook Flyers targeting the Lebanese youth on their eighteenth birthday. The ad congratulated the person for having just turned eighteen, and offered them 12 brave bottles of Lebanese Brew as a birthday gift: “You are bravely legal now. 12 complimentary cold bottles of Lebanese Brew are your reward on your brave day. Click here for your beer!” The Facebook Flyer would only appear on the homepage of people who turn eighteen on that specific day. All that people needed to do was click on the Facebook Flyer, and fill out their personal information on the Bravely 18 app. Then within the hour a cold twelve-pack of Lebanese Brew was delivered to their door, free of charge.

Insights, Strategy and the Idea

Lebanese Brew is an underdog brand launched in May 2011 challenging the status quo, and Lebanon’s one and only other local beer. Being of better quality and with a limited budget, from the start the brand depended on brave unbounded thinking and peoples’ support through social media in order to succeed; hence the brand value ‘courage is contagious’. Our core target were men and women ages 18 to 25. Eighteen is the minimum age limit for drinking in Lebanon. It is also the minimum age requirement for Facebook targeted alcohol advertisements. Eighteen is also a milestone in youth lifestyle, marked by frequenting bars and clubs to celebrate this newfound acceptance into adulthood. Lebanese Brew wanted to be the first brand to speak to these newcomers, and recruit them to join our cause.