2014 Winners & Shortlists

Results and Effectiveness

Sales during the month of the campaign, June 2013, increased by 12% in comparison to May 2013, and by 14% compared to June 2012. The new Vape Lebanon Facebook page garnered more than 11,000 fans in two months. The two outdoor visuals were liked by 2,000 people and shared by 70 people.

Creative Execution

The creative execution revolved around an integrated campaign where the Vape Mat itself was used as a signpost that notified mosquitoes they had been placed under curfew. In ambient advertising, the Vape Mat was installed as an actual signpost on Beirut’s streets. A Facebook page, Vape Lebanon, was set up, and outdoor visuals and LEDs were created and placed across the country. For the first time ever, an urgent alert was aired on TV to promote an advertising message. The alert informed citizens that a 12-hour curfew had just begun only to reveal a few seconds later that the curfew was addressed to all mosquitoes. It was also aired on the radio, and a breaking newsflash was sent by SMS.

Insights, Strategy and the Idea

During summer 2012, the insecticide market suffered a drop in consumption due to unfavorable climate conditions and a record low of electricity supply. Vape is a leader in the insecticide plates and diffusers category with 83.7% share of value. The brand wanted to maintain its Number 1 position in the market, and reiterate its strengths to push the target audience –housewives between the ages of 25 and 50, who are keen on safeguarding the comfort of their families at all times – to stock up on mats ahead of the summer. Every year just before summer in Lebanon, there is the threat of an outbreak of war. The Lebanese are accustomed to curfews, which have accompanied times of conflict. Curfews in Lebanon are usually disseminated by the government through SMS, radio and TV alerts. The strategy: Introduce Vape Mat as the enforcer of a fail-safe curfew on mosquitoes so that humans are untouchable for 12 hours.