2014 Winners & Shortlists

The Brief

The purpose of this campaign was to halt the transformation into a parking lot, of a public garden in Beirut. The strategy consisted in mobilizing the neighborhood against this project and having them join a big protest in and around the garden to force the municipality to cancel the project. It all happened in the street: the distribution of intriguing odorant flyers to the residents of the area, in addition to hanging large banners around the garden with willingly provocative, "pro-parking" messages, triggered a series of events which finally lead to the project cancellation.

Describe how the promotion developed from concept to implementation

A counter strategy was launched which consisted in organizing protests in favor of the parking after hanging banners with provocative messages around the garden. To mobilize the locals, odorant flyers with one side smelling like garden roses and the other like engine oil, were handed to them with a message asking them which smell they would prefer to have in their neighborhood. The flyers also invited them to join a protest around the garden against the construction of the parking. The response exceeded expectations with a huge number of residents coming to the protest and tearing down the provocative banners.

Describe the success of the promotion with both client and consumer including some quantifiable results

This was the biggest turnout for any green protest in Lebanon. More than 40 leading media, local and regional, reported the story: TV, radio stations, newspapers and blogs, reaching 88% of the population and $400,000 worth of free media coverage, for a campaign which cost $56. People and bloggers, thinking the original provocative banners were real, shared the story which quickly became viral. Politicians intervened in favor of preserving the public garden and a concert was organized for support, forcing the municipality to cancel the construction of the parking lot thus saving one of Beirut’s last green escapes.

Explain why the method of promotion was most relevant to the product or service

The creative execution was effective on more than one front: - The odorant flyers intrigued the consumers and triggered their curiosity through engaging their sense of smell, which was totally relevant to the Park vs Parking issue. They also raised awareness about an issue most of the residents didn't know of, and gave them a foretaste of what would happen to their neighborhood should the parking replace the park. - The provocative banners around the garden succeeded in infuriating the residents and mobilizing them for the protest. - Artistic and musical activities in the garden, attracted additional people to the protest.