2013 Winners & Shortlists


Short List
Product/ServiceLEBANESE BREW
Advertising Agency INTERESTING TIMES Beirut, LEBANON

The Campaign

LB first launched in Lebanon May 2011 with ‘Courage Is Contagious’. The high-on-engagement social media campaign inspired a brave part of the country’s youth to challenge the status quo and break from the stereotype of Lebanon’s beer monopoly for over seventy years. This year, Lebanese Brew needed to further engage with its online community, which had high expectations of the brand. And the fact that Lebanese Brew was still at an entry level in the market meant that this was a crucial summer that would decide the brand’s future success. The much-anticipated campaign also needed to reach out to new consumers, inducing some serious trial. So we thought, if the brave part of the Lebanese youth was courageous enough to support the brand last year, what would it take for the more conformist people to follow? Will they go out of their comfort zones when faced with the ultimate deadline?

Success of the Campaign

From a Business perspective, Lebanese Brew saw an increase from a 3% market share to a steady 7% market share on key accounts in its second year from launch - and a staggering 18% market share within its target audience of 18 to 24 year-olds. Lebanese Brew went from selling 2500 cases per month, to selling an average of 5400 cases per month. (source: Snowball Distribution s.a.l.)The campaign helped the brand further engage with its exisiting online community, thereby more than multiplying the number of interactions on our Facebook page from last year. And the campaign recruited more than 7000 new active users to date, increasing the size of our community from 10,594 active users to 17,824 active users in less than 3 months. (source: Facebook)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We launched an online manifesto that urged the Lebanese youth to break from the conformity of everyday life and get out and TRY SOMETHING BRAVE before THE LAST SUMMER ON EARTH! A nation-wide multi-visual outdoor campaign followed. All offline and online communication directed people to TrySomethingBrave.com where they could download LB's Mobile Application. The app came ready with a pre-installed bucket list of things to do before summer ends, and allowed users to bet virtual bottles of beer, and dare their friends to do the things they never dared to do. We also launched a special promo pack, with every 6pack of Lebanese Brew, you get 1 free virtual beer. But in order to redeem the 7th free bottle, you had to download the Mobile App. A Facebook app also allowed people to create their own ‘Last Summer On Earth’ posters by placing the bold campaign messages over their photos


Name Company Role
Jimmy Francis Interesting Times Creative Director
Mo Alghossein Interesting Times Creative Director
Wassim Bassil Interesting Times Managing Director
Ashraf Mansour Interesting Times Strategic Director
Karim Kazan Interesting Times Creative Director
Lara Safar Interesting Times Engagement Director
Tres Colacion Interesting Times Copywriter
Ali El Sayed Interesting Times Art Director
Karam Alghossein Interesting Times Senior Content Producer
Bahaa Awad Interesting Times Senior Digital Producer
Amer Chamaa Interesting Times Planner