2014 Winners & Shortlists

DESIGNED & SIGNED

BrandABC
Product/ServiceBRAVE HEART FOUNDATION
EntrantMEMAC OGILVY & MATHER Beirut, LEBANON
CategoryBest Integrated Campaign Led By PR
Entrant Company MEMAC OGILVY & MATHER Beirut, LEBANON
Advertising Agency MEMAC OGILVY & MATHER Beirut, LEBANON

The Campaign

As part of its CSR program, leading Lebanese retailer ABC started 2013 with “Designed and Signed”. The campaign brought together a group of 12 Lebanese famous designers to dress-up ABC triangle (logo) whilst raising vital funds for a good cause. Fusing fashion and art as the essential reflection behind ‘Designed and Signed’ aimed to reinforce ABC’s promise to Lebanese designers and the company’s CSR partners. 12 Designs campaigns took place throughout the year along with ABC’s 2013 calendar of events (Mother’s Day, Sales Season, Christmas, etc). The ‘Designed and Signed’ unique venture was set to run over one year, at the end of which all designers’ creations were exhibited at ABC mall for a period of 10 days for all the visitors to see. At the end of the campaign, ABC announced the results of the auction which raised 60 million Lebanese Pounds.

The Brief

“Designed & Signed” campaign aimed to 1) position ABC at the forefront of CSR initiatives (NGO and Lebanese Designers), reflecting its commitment to the local community. 2) Generate all year content by leveraging the “Designed & Signed” designers. 3) Secure diversified coverage to reach a wider range of titles across the year. 4) Highlight ABC’s achievements and spokespeople to reinforce its position as a leader in its category. 5) Create awareness about BraveHeart Cause to work towards the day when no child will die from heart disease because of a lack of funds.

Results

- The campaign received great interest from the media. - 25 interviews and features with the 12 designers. - The press release of the launch campaign: 105 clippings in newspapers, magazines, TV, radio and online outlets of $281,793 Ad value reached 5,846,523 readers. - The purchase of ABC loyalty cards increased by 25%. - The footfall doubled to reach 11 million visitors in 2013.

Execution

The communication strategy consisted of 4 phases: pre-launch, launch, maintain, and end of campaign results.

The Situation

As part of the Lebanese community for 75 years, ABC is committed to give back to this community through continuous CSR initiatives and support the Lebanese talents. “Designed & Signed” was the theme of 2013. The brief shared with the designers was simple: turn ABC triangle into a masterpiece inspired by who you are and what you do best. Each triangle will carry the name of the designer and his/her brand. The creation was auctioned for a great cause: raise funds for BraveHeart.

The Strategy

Using Designed and Signed as a communication platform to: Position ABC as a responsible company and as a fashion icon. The CSR story was at the forefront of every PR tactic we used in order to maximize media and society engagement.

Credits

Name Company Role
Moe Minkara Memac Ogilvy Executive Creative Director
Jihane Fadel Memac Ogilvy Associate Creative Director
Muriel Naccache Memac Ogilvy Account Director
Malek Badreddine Memac Ogilvy Copywriter
Rima Rizkallah Memac Ogilvy Business Director
Layale Bou Antoun Memac Ogilvy Pr Executive
Blanche Baz Memac Ogilvy Pr Account Director
Carmen El Hajj Memac Ogilvy Pr Director
Cindy Nehme Memac Ogilvy Social Media Executive