2015 Winners & Shortlists

The Campaign

Branded entertainment is allowed in Lebanon, several TV shows such as The Voice foster people participation. While there are some restrictions on user content on TV, i.e. religious censorship, there are no legal restrictions to content communicated online.

Results

Mercedes Benz is a luxurious brand with the perception of being overpriced and unapproachable in Lebanon. A year ago, they had also opened their new state of the art but steel cold showroom to the public. People only going to the showroom when convinced they could afford a car was a consequence of the brand’s reputation. Client’s objective was to come up with an initiative that would double the footfall at the showroom making the brand more approachable while creating affinities with a new younger and larger target. For that to happen, we had to make the showroom the place to be by transforming the brand, making it a younger and trendier yet luxurious one. So we turned their showroom into the first of its kind concept store in the country. A store where affordable art pieces and creations by Lebanon’s most famous and followed fashion designers, product designers, culinary chefs and artists would be showcased alongside with cars and engines. For 10 days and by extending opening hours, the showroom became a place where all crowds would meet. The artists and designers would take customers through their creative process while concerts by Lebanese up and coming bands and musicians were held at night. Checking out a car and seeking information about it in that environment became an easy step for customers to take.

A heavy communication campaign preceded the opening night of the concept store. Posters and leaflets were distributed around key touch points, while a radio campaign was also taking place. Direct and e-invitations were sent to key people while SMS were sent to the brand’s database of customers. A print campaign followed in newspapers, magazines and outdoors. People were also invited through social media, primarily Facebook, through the brand’s page and the 16 designer’s personal pages, inviting followers and friends. A private invitation was also sent to media representatives and VIPs for the opening event.

A huge success that gave the brand massive exposure while it already enjoyed a TOM position in the market; features across key publications and online presence leading up to Bloomberg with extremely positive feedback from both media and consumers. In terms of numbers: Footfall increased 18 times during the 10 days 66% increase in social media following Highest ever market share in Nov-Dec of 44.2% Increase in market share of + 5.5% vs. previous period. Best ever sales in Nov-Dec +40% Strong Bonding with the brand was created among the youth. 100 of thousands $ in PR coverage with OTS