2012 Winners & Shortlists

The Campaign

A crucial challenge was getting Lebanese Brew into beach resorts that have costly exclusive contracts with foreign beer companies. It was 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. Loaded with free beer, the yacht docked in front of all the major beach resorts and people were invited to come party on board. Over the stretch of 5 weekends, The Brave Yacht held 10 parties, docked in front over 30 beach resorts, and hosted an average of 500 people per day, who sampled over 10,000 brave bottles of Lebanese Brew.

The Brief

The brand was reaching out to those 18 to 25 year-old who are willing to try and adopt something new. It was useless to try and reach out to everyone; instead we focused on key beaches. We targeted trendsetters and socialites. We needed to win them over by engaging them to become our brand ambassadors.

Results

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 •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

Execution

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 also made available via Facebook.

The Situation

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 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.

The Strategy

We wanted a beach activity that is engaging and at the same time can create buzz in social media to maximize the value of every dollar spent. Lebanese Brew could not enter these beach resorts by land, but the brave Lebanese youth could swim out to get a taste of our new brew. And so we introduced them to THE BRAVE YACHT.