2014 Winners & Shortlists

The Campaign

Haret Hreik is a Hezbollah stronghold that has witnessed 4 suicide bombings in less than 6 months and is therefore a region that everyone avoids in Lebanon. Flower Town is a flower shop located at the heart of this “Death Zone” and needed to break the wall of fear to drive sales on the shop’s most grossing day: Valentine’s Day. The idea was therefore a very simple but powerful dare: “Would you die for your beloved?” People were asked to come to Haret Hreik, check in and buy a flower that had a green pin on it, proving they made the trip to Haret Hreik.

Success of the Campaign

Within 48 hours, the dare became viral. The Flower Town Facebook page scored 1800 in 3 days, which is something huge in Lebanon, let alone for a tiny shop in Haret Hreik. People instantly shared the online Ad, given the universal insight that lies in the dare – which was something people thought of everyday, but had never seen in a real context before. Leading TV stations covered the story in their Prime Time news bulletin while the press and influential bloggers instantly covered the viral dare. Flower Town’s yearly sales increased by 30% in one day, with people coming from all over Lebanon to prove their love.

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

We launched our campaign with a simple visual that announced the dare: “Would you die for your beloved? Prove it, come to Haret Hreik and bringer her a flower.” The visual was rolled out Outdoor and Online and was supported by a radio spot that was aired mostly on stations whose audiences were outside Haret Hreik. A Flower Town Facebook page was created. People were asked to drop by our shop and check in to buy their flowers, which was automatically visible online, hence to the whole nation.