2013 Winners & Shortlists

Results and Effectiveness

LB saw an increase to 7% market share on key accounts in its second year and 18% market share within its target audience. LB went from selling 2500 cases per month, to 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)

Creative Execution

Riding on the ‘2012 End of the World’ hype, we launched the ultimate deadline that would urge people get out of their comfort zones and push each other to do the things they never had the courage to do. THE LAST SUMMER ON EARTH campaign launched with a nation wide series of posters and outdoors, with bold messages! We then created the Lebanese Brew mobile application that would engage and reward the Lebanese Brew online community. By integrating the Layar Augmented Reality technology in our mobile app, users were encouraged to scan the different campaign posters in order to unlock the hidden scenes. The more people unlocked content the more virtual beers they earned in the application. Users could then bet the virtual beer and dare their friends to do brave things and earn themselves real bottle of Lebanese Brew.

Insights, Strategy and the Idea

After a year from its launch, Lebanese Brew established itself as Lebanon’s other local beer, gaining 7% market share, 18% share among its core consumers of 18 to 24-year-olds – gathering a youth community of thousands of active members on social media. 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?