2013 Winners & Shortlists

The Brief

With the 2012 summer beer season approaching, LB needed a much bolder followup campaign to the launch. The campaign needed to reach out to new consumers, inducing some serious trial. It also needed to excite big retailers to stock the brand and give it visibility. With the pressure brewing, Summer 2012 was sounding more and more like an ultimatum for Lebanese Brew! We needed to inspire the more conformist and mainstream portion of the Lebanese youth to be braver and try our new beer. And so we needed to create a special promotion to compliment the campaign and help induce trial.

Describe how the promotion developed from concept to implementation

THE LAST SUMMER ON EARTH mobile application was at the heart of the new campaign. The mobile app transformed our beer into currency allowing people to bet beer bottles and dare each other to do the things they never had the courage to do before the last summer on earth! We needed a promotion that would give people an incentive to download the app. So we created the 7 BRAVE BOTTLE INSIDE promo pack - which was really just a 6 pack of beer with a 7th free virtual bottle that could be redeemed once you download the app!

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

We have achieved a 100% presence in key accounts in Beirut and its surrounding areas. This is directly related to the campaign presence and its special packaging. 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 existing online community, thereby more than multiplying the number of interactions on our Facebook page from last year.

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

Everyone loves a simple 6 + 1free promo, let alone when it comes to beer. This promotion stayed true to Lebanese Brew's tone of voice and was in line with it's innovative brand campaign mixing mobile with social media and a cross promotion that transformed beer into currency. People were encouraged to download the mobile app through the promotion in order to redeem their free bottles of beer. And they were buying more of the 7 BRAVE BOTTLES INSIDE pomo pack in order to stock up on virtual beers to be able to dare friends on the mobile app!