2013 Winners & Shortlists

The Brief

LBCI wanted to launch its new thematic station LBCI DRAMA. So when LBCI approached other TV stations to buy media time for the launching campaign, all of them refused to run it.

Describe how the promotion developed from concept to implementation

LBCI needed an ultimate comeback to harness maximum awareness despite competitive obstacles; In the midst of this "dramatic" turn of events, LBCI had to find a way to overcome the competitive obstacle. On July 20, 2012, a premeditated amateur video was anonymously published online. It featured one of the most popular Lebanese stars in a scandalous cat fight. 6 days later, and to the surprise of all, LBCI announced it would unveil the truth behind the viral fight. The star who never answered any query during the dramatic week revealed the truth on the main news bulletin; the birth of LBCI Drama.

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

In that sense, the campaign took advantage of the competition’s thirst for scoops to spread the word even faster. In literally 4 days, the viral video got more than 250,000 views out of a 1.3 million online community . The malicious gossip even caught the sharp attention of LBCI's direct competitors who unanimously covered the scandal, on their 8 o'clock news and through influential bloggers. All covered the drama scoop, except LBCI. LBC DRAMA harnessed an exposure/awareness rate never seen before with almost 1/3 of the Lebanese online community making it the talk of the town in no time. The incident got full exposure, hundred of thousands of dollars worth of advertisements for 0$ paid on media.

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

Lebanese citizens have developed a great passion and need for sharing emotional, exciting or unexpected events, which happens to be Webster’s definition of Drama. That interest extends to the biggest TV stations who rely on their on ground reporters to collect social artifacts. We were to launch the new station, based on that social truth. The campaign had to be interactive, people had to live drama to appreciate the soon to be launched channel. With almost no budget at all, a scandalous cat fight was orchestrated, employing one of the most famous and glamorous Lebanese actresses: Ward El Khal and shot with an amateur camera. The footage was shared on Facebook, Lebanon’s most adored social platform.