2014 Winners & Shortlists

Results and Effectiveness

Through humor and intelligent use of digital media we achieved: • Sales increase of 12% during campaign period and 14% versus last year. • More than 600 users immensely & amusingly refilled their mats. • 30% of Vape community engaged with VAPE’s posts while reaching 12,000 fans (target was 7,000). • Million users reached in Lebanon. • Over 13,000 people were talking about Vape.

Creative Execution

So we called mosquitos for a curfew cyberspace retaliation: “Take part in The Vengeance of a Mosquito & strike back revengefully against your curfew, roaming unhindered around the consumer’s cyberspace” Users came across VAPE’s humorous, snooping search & social display ads, stating “mosquitos would hack your online profiles if not clicked”. Users land on VAPE’s “Recharge for immunity” application to refill VAPE mat every 12hrs holding off mosquitos from invading their social networks, mobile and browsers. Using smart sequential targeting on search, users were shadowed with customized online banners. Users late to refill their mats were exposed to stalking-like messages. On mobile, mosquitos reached out to the user via customized texts “Tonight’s dinner is your neck”. Along funny approachable social curated content, other mosquito avatars engaged with users on VAPE’s Facebook page.

Insights, Strategy and the Idea

In summer 2013, VAPE the leading insecticide brand in Lebanon was determined to keep Mosquitos under control and imposed a well- intentioned “mosquito curfew” through an outdoor campaign that was not sufficient to achieve the primary sales challenge of a 10% increase. So Vape resorted to a digital rescue with less than 20,000$ to fulfill the mission. With all of that, we were topped with a set target of generating 7,000 fans in 30 days. Going against the typical, we responded to the outdoor creative and we thought: “Is there anything more annoying than the harassment of a mosquito’s stalking and buzzing noise?” Yes, a mosquito in retaliation mode!