2015 Winners & Shortlists

The Campaign

Audio Kultur, the only non-commercial music magazine in the region was created to give underground DJ’s and musicians a voice. The magazine wasn’t really picking up and needed a bigger audience and advertisers to keep going. Since it claims to be ‘the voice of the underground’, that’s exactly where we went. We literally went under the streets of Beirut and created a stunt, using a unique piece of light and sound technology. Using a motion sensor, music and flashing lights were activated as soon as someone approached the device. The light and sound were then transferred to a magazine stand where baffled people were asked to take a free copy of the magazine. We then released an online film entitled ‘Something strange is happening under the streets of Beirut’ and decided to throw a massive party and sent out hundreds of invitation cards designed around our campaign theme.

Success of the Campaign

The results far exceeded our expectations especially for such a niche crowd, in a small country. We reached almost 30,000 views in a couple of weeks. Local and international DJ’s posted the video on their Facebook pages. Local celebrity bloggers spoke about it. Even LBC International, the leading television and online news network in the regionpicked it up. The biggest Lebanese rock band, the Wanton Bishops, personally approached the magazine and asked them to sponsor and organize their Beirutconcert. The demand for the magazine tripled. AK magazine stands are now available in most trendy bars, cafés and restaurants across the city. And yes, you’ll now also find advertising inside the magazine.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

A few days after the stunt took place, the online film of the stunt was launched on Youtube on February and then promoted on social media, mainly Facebook. We then sent out hundreds of VIP invitation cards to a massive party where our film was due to be projected.