2012 Winners & Shortlists

The Campaign

Cafe Super Brasil (CSB) wanted to appeal to a wider audience from different areas of Lebanon. In a country riddled with uncertainty we wanted to create hope. The objective of the campaign was to involve the public at large around a cause that is the faith of Lebanon and give them the “responsibility” of the future. Lebanese are fond of coffee cup reading and want to believe in it. CSB used that approach to involve people through a major integrated campaign on TV, Radio, point of sale activities and an activation during the busy Christmas fair all centered around foreseeing future events related to the everyday challenges of the Lebanese people. The CSB activation in the Christmas fair succeeded in gathering the Lebanese to fingerprint all together and make one united wish: a bright destiny for their country this year. To push the cause further, inspirational figures and celebrities from the Lebanese society also participated in sharing a positive wish.

The Brief

The goal was to build a national awareness around our coffee brand and position it as a patriotic brand which cares for the fortunes of the country and its people using local customs, traditions and local institutions.

Results

The campaign reached more than 2,500,000 people - more than half of the Lebanese population. 10,000 visitors had their fortune read and 3,500 thumbprints were collected in less than 4 days, including that of top celebrities. Sales increased by 28.8% in key strategic areas. The none-quantifiable returns that built on the brand equity; - The campaign was spoofed on a prominent Lebanese comedy show - The campaign was referenced in a political talk show - A leading caricaturist used our idea to draw the Lebanese confusion Finally the tradition of fortune telling in coffee cups was revived and accredited in part to CSB who’s aura grew nationwide as a brand that is socially responsible.

Execution

The campaign was launched through a TVC and followed up by radio ads that complemented the TV using the same character and yet providing some timely updates on hot Lebanese topics. Following the TVC and riding on the momentum we created coffee reading stands in points of sale. We took part in a prominent Christmas fair during which we invited people to take part in our initiative and join their voice to that of CSB; an activity which was given notoriety through the endorsement of some prominent celebrities. The event was documented and followed in real time on social media and followed up with press releases in all major publications.

The Situation

Lebanon had been without a government for over 9 months and the country was going through internal turmoil with the political factions divided; this presented for us an opportunity to spread a message of unity and CSB called on people to partake in a national effort to see what fortunes lied ahead for them in what is one of the most common rituals – reading in coffee.

The Strategy

Turkish coffee is a widely consumed drink which is naturally associated with the Lebanese people through the phenomenon of coffee cup reading. CSB came in to own the anticipation of the country’s fate by the creation of a character which people could identify with. From there we developed a TVC where AbouNazih (our character) was reading the fate of the country through the coffee cups of the members of parliament. We closed the year on a positive note inviting people to take part in the campaign; CSB moved from a sideline observer to a unifying brand asking the Lebanese to rally behind a positive outlook for Lebanon in 2012. This materialized in an event in which celebrities joined their wishes to those of the crowds. A press release was sent to major newspapers and magazines on new year’s showcasing the New Year’s wishes from CSB empowered by the Lebanese people.