2012 Winners & Shortlists

The Brief

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’. ‘Courage is contagious’ guided the brand communication, sampling, and distribution. We focused on 18-24 year old youth who are willing to try and adopt something new. we needed to sell 1,500 case per month and gain 2% market share of key accounts.

Describe how the promotion developed from concept to implementation

To make the brand's courage contagious we turned to social media and engaged people with all brand activities. To establish our brave point of view we created the 'Courage is Contagious' music video, which also led to to the creation of a free permanent outdoor through the “Courage is Contagious” 50meter graffiti. To get the Lebanese youth to sample our new beer, we created THE BRAVE DELIVERY SERVICE. To solve the distribution problem, we created THE BRAVE BEER MAPOUT To get the beer into beach resorts we pulled a PR stunt with THE BRAVE YACHT

Describe the success of the promotion with both client and consumer including some quantifiable results

-We are selling an average of 2,500 cases a month -We have reached 3% Market share in Key accounts -Our Facebook page has 11,873 “likes” and 273,390 interactions. -The delivery service viewed by 8,733 users and more than 720 orders -Beer Mapout: 8,433 visits with 91 new locations added and 19 converted -Boat party tab was viewed by 11940 people. -Facebook Reach Block ensured that our music video was viewed by close to 500,000 people, approximately half of all Lebanese Internet users. (Source Facebook). -LB is the first and only Facebook case study in the MENA region.

Explain why the method of promotion was most relevant to the product or service

We believe 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. Digital and social media allow good ideas and stories to be adopted by people, and they could then start sharing and promoting them until they become big. And if we really wanted our courage to become contagious then we had to rely on digital and social media. This came at a time when social media was directly associated with the rise of Arab movements which led to what is known as the ‘Arab Spring Revolutions’.