2012 Winners & Shortlists

Execution

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’. A crucial challenge was getting Lebanese Brew into beach resorts, where major beer consumption happens. Beaches in Lebanon have costly exclusive contracts with foreign beer companies, which made it almost impossible for a beer with a limited budget to be present in such locations. Lebanese Brew could not enter these beach resorts by land, but the Lebanese youth could swim out to get a taste of our brave new brew. We introduced THE BRAVE YACHT. We rented out a 150 people capacity yacht for 5 consecutive weekends. We loaded the yacht with ice-cold beer, a massive sound system, and a cycle of some Beirut’s finest deejays. The yacht cruised along the Lebanese coast docking in front of all the major beach resorts, and people were invited to come aboard and try out the beer. People could follow us online, as the schedule of the Brave Yacht was made available via Facebook. Over the stretch of 5 weekends, The Brave Yacht held 10 parties. The Brave Yacht docked in front over 30 beach resorts, hosted an average of 500 people per day, who sampled over 10,000 brave bottles of Lebanese Brew. The boat party video tab on Facebook was viewed by 11940 people. This case exemplifies how in today’s world, when we combine the power of digital media with unbounded thinking, we are able to answer conventional business problems with innovative solutions – despite limited budgets and fierce competitors Also the invitation was posted by Lebanese website: http://www.beirutnightlife.com/events/calendar/the-brave-yacht-party/ http://wn.com/THE_BRAVE_YACHT_PARTY http://www.beiruting.com/event/the-brave-yacht-party