2012 Winners & Shortlists

Results and Effectiveness

Today, the TV segment has become a daily “ritual” whereas viewers tune in every evening prior to the News segment. The production and content created hype and word-of-mouth leading to an increase of 74% in phone calls (January 2012 figures). The project’s features appealed to potential customers, therefore an increase in 52% in visits to the Sales Center was achieved. In one month, and as a result of the increase in footfall, BeitMisk managed to increase sales by 400%.

Creative Execution

BeitMisk is more than just another real estate project; it’s a community, a way of living. And that had to be featured in details in our executions. Developing several copies and running them on air would have been really expensive to client. We created a daily segment, in an animation format, to tell the story of BeitMisk, highlighting the competitive advantages offered such as Facility management, Sustainable and eco-friendly solutions, Security and Technology and community building; a total 120 different executions were developed, with over 45 episodes broadcasted so far. To elevate BeitMisk from a mere real estate developer and to emphasize more on the Community aspect; we tagged all copies with a selling line building on the feeling of belonging “This is how I live, I am from BeitMisk”. We chose a local terrestrial station with a satellite feed to broadcast the segments reaching both Lebanese residents and expats.

Insights, Strategy and the Idea

The challenge faced was to position BeitMisk as a community that people would aspire to be part of, a society, a lifestyle, a place to call Home. The village is designed to attract Young Lebanese adults who seek to invest in a Home that characterizes their personalities, vibrant, technologically-advanced, environmentally friendly and practical / easy to live in. That would also attract Lebanese Expats who look for the security, comfort and convenience they have been exposed to while living abroad. We needed to convey all the features of the projects to both local residents and expats; an audio visual message was the ideal tool to portray both the functional and emotional aspects of BeitMisk. Yet a regular 30” spot would have not been enough. We therefore created a special platform on TV that will have different content on daily basis inspired by what BeitMisk stands for “Creative Living”.