2014 Winners & Shortlists

Results and Effectiveness

Within 48 hours, the dare became viral. Flower Town FB scored 1800 in 3 days, which is 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 Prime Time news bulletin and press/bloggers instantly covered the viral dare. Flower Town’s yearly sales increased by 30% in 1day, with people coming from all over Lebanon. Quoting the owners of flower shop: “We’ve had to restock 3 times today” (Feb.14)

Creative Execution

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 to reach a maximum audience, 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. The communication bulk was online, because the majority of our audience (active Valentine audience) was connected 24/7 through their mobile phones.

Insights, Strategy and the Idea

Flower Town is a flower shop located at the heart of a “Death Zone” that witnessed 4 suicide bombings in less than 6 months. We 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?” Our target audience was therefore the people that live outside Haret Hreik, who would like to prove their true love for their other half. They 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.