The “Worth Doing Campaign” was created in order to reawaken the people’s love for their heritage, turning them into militants of the cause.
Our movement was deployed across several media channels.
We released one web application that was incorporated into the Worth Doing page: an interactive photo album that showed Lebanese views before and after, and a second phone application with a map of Beirut indicating locations of endangered homes and an alert tracking system.
Activist groups joined the movement, including the most influential heritage NGO “Save Beirut Heritage” which is now officially associated with the “Worth Doing” movement; in addition, a fund to revive the Lebanese heritage has been activated. The facebook page gathered more than 9550 likes, turning into an active hub for the militants, who denounced the house of Amin Maalouf being destroyed before it aired on the news. The campaign’s instagram account has 1587 followers with 6336 photos tagged with #worthdoinglebanon.
In addition to an increase of 5% in sales in Sept-Dec 2012 when compared to the same period of the previous year and after a 4-year negative growth of -5%, a leap in qualitative research indicating an increase in love of the brand was also noticed.
The main objective of the campaign was to drive brand awareness and reinforce emotional connection to the brand, targeting friendly, genuine and confident men aged 30 to 45 years upper-lower class, who do what they truly believe in.
Lebanon’s construction came at a high cost and out of 2000 classified old homes in Beirut only 200 remain today. As Beirut struggles to preserve its heritage, Lebanon faces the threat of a cultural decline.
With more than 150 years of knowledge in every drop, Dewar’s, the one true believer in the values of the past could support this important and sensitive issue.