2013 Winners & Shortlists

The Campaign

Branded entertainment in the MENA region is still in its infancy. While there are clients and networks that have embraced this form of communication, there are still several networks which area wary of how the communication is perceived. With the prevalence of state run networks across the region, the ability to create content is limited. It is more accepted with private and paid channels. The ability for networks & talent to craft carefully created programs to appear as though they are not a paid endorsement of the product is the key to balanced success. This narrow window of accepted branded content is navigated by only a few agencies with specialized divisions.

Results

Our challenge was to create a rich execution that would craft an unforgettable experience for the people and accurately position Trident’s brand image in our consumer’s mind set, to be the fun liberator that unfolds exciting series of events. Not many brands have been involved in on ground executions, mainly behind the worrisome that it would not have a high return on investment, but not Trident. Besides, isn’t it well established that everybody enjoys a good show? The question is what defines a good show and the answer is exactly what unfolded in the streets of Jounieh. Lebanon is known for its lively night life and passionate party advocates, we decided to tap into dynamic scene of Jounieh to execute Trident’s activation in the midst of the people’s outing. An unexpected loud interference drew the attention of hundreds causing them to circulate around the dramatic scene where a sequence of fun events was unveiled. The idea was to turn an ordinary night into an unexpected party extravaganza. An on ground stunt was staged in the heart of Lebanon’s busiest street where two bodyguards literally threw a man out into the middle of the street. A spot light cast the attention on him as he popped a Trident chewing gum into his mouth… no one knew what was about to unfold! Fifty entertainers took the street by storm, dancing, juggling and break dancing, while Graffiti and confetti lit up the street in a 1st ever spontaneous spectacle. The peak of excitement was heightened as the entertainers gathered around the graffiti mural to reveal the Trident brand - A branded truck appeared in a matter of seconds and the entertainers vanished leaving behind a poor man standing star struck, wondering if it was all just a dream.

Trident was launching a new positioning “Seeing the fun unfold.” Since seeing is believing, we engaged consumers with an on-ground experience that was captured and promoted through online content on YouTube. The massive success the activation did not only captivate the attention of the hundreds of people watching in astonishment, but it went on to owning the online platform by observing a viral impact across Facebook and Youtube. The video attained over thirty thousand views in 2 weeks and four hundred shares that resonated the fun unfolded across fans and friends of fans.

The dream turned into reality. A viral phenomenon was unleashed overnight as surprise and fantasy unfolded right before the public’s eye while 1,500 people swarmed the streets forcing the municipality to close the main street and create a diversion to accommodate the incredible crowd! Trident gained a 2 point share increase which had never been achieved in the past 3 years and became a brand that now stood for something in the hearts and minds of its consumers. In just 2 weeks, 30,700 people viewed the viral video on youtube. 400 people shared 5000 people liked 166 people commented Trident’s social page reached an average edge rank of 14% vs. a maximum of 16% global rank.