2013 Winners & Shortlists

BARBICAN NEW PACK

BrandAUJAN
Product/ServiceBARBICAN NON-ALCOHOLIC BEER
EntrantFACE TO FACE Dubai, UNITED ARAB EMIRATES
Entrant Company FACE TO FACE Dubai, UNITED ARAB EMIRATES
Advertising Agency FACE TO FACE Dubai, UNITED ARAB EMIRATES

The Campaign

The client brief was to introduce and launch the New Barbican Pack. The challenge was that we needed to create emotional ownership and acceptance of the new pack before it even hit the shelves. The campaign idea was to introduce the new pack in the context of consumer: our peer group leaders are aware of it, ready for it and excited for it…The campaign idea is: “We’re ready for our new Barbican bottle”. The campaign was divided into 2 phases: Teaser and then Revealer launched across TV, Outdoor, in-store and Digital. We have made this launch more exciting by using Augmented Reality in order to give loyal consumers a sneak preview of the new pack. They could view the new barbican bottle on the brand facebook page before it was in market, by printing out a QR code and pointing it to the camera.

Success of the Campaign

Over 6 weeks: - Increased Facebook fans from 35,000 to 85,000 - 1,345 users installed our APP - Generated 768 photo uploads by our fans and 19,550 likes - Engagement rate increased by 3422% comparing to before the launch of the campaign

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

We first started on TV by running copies of Barbican guys from around the region awaiting the arrival of the new pack with excitement and describing how they feel about it. The voice over directed the viewer to the Facebook page for a ‘sneak preview of the pack’. All pre-launch collateral carried the same call to action. Once on the barb Facebook page, they printed out the augmented reality code, held it up to their webcam and the bottle would appear. The user was then invited to take a photo of himself with the Augmented reality bottle, share it with friends, and the picture with the highest vote will win the iPad. Once the bottle was launched and on shelves the users have both the options of taking a photo of themselves with the actual bottle or the augmented reality to participate in the competition.

Credits

Name Company Role
Ralph Roden Face To Face Chief Creative Officer/Managing Partner
Mark Sell Face To Face Head Of Client Servicing
Mohammed Hammad Face To Face Account Director
Fadi Bshara Face To Face Account Manager
Mohammed Barazi Face To Face Head Of Creative
Amin Dora Phoenix Film Director
Guy Sinclar Phoenix Film Producer
Zahi Lawand Mindshare Senior Manager Exchange
Rebecca Mindshare Manager - Exchange Digital
Halla Alrozouq Mindshare Account Executive - Digital