2015 Winners & Shortlists

LEBANON4SALE

Gold
BrandSAKKER EL DEKKEN (STOP THE SHOP)
Product/ServiceANTI-CORRUPTION PROJECT
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryUse or integration of digital or social media
Entrant Company LEO BURNETT BEIRUT, LEBANON
Contributing Company LEO BURNETT BEIRUT, LEBANON

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

Corruption in Lebanon is everywhere. It lives in an economy of its own feeding on everything; and as a result, the fight against it seems hopeless. But the truth is, corruption acts exactly like a private business: The more you buy from it, the more it grows. And so we wanted corruption to go Bankrupt. The campaign idea was born with “Dekkenet El Balad” (The Country’s Corner Shop). We first started with a guerilla campaign with a shop called “Lebanon4sale” advertising for driving licenses, official papers, etc. And, a week later, in the middle of Beirut, an actual corner shop called “Lebanon4sale” opened on the morning of May 14, 2014 to the great surprise of Lebanese citizens who couldn’t believe a shop of this sort was allowed to operate. They were further greeted by one the activists who was role-playing as the shop’s owner promoting the various products on sale. “Lebanon4sale” invaded the territory through portable shops and activists trying to sell their merchandise in every corner of Lebanon. We then launched an online movie, which brought to life the reality of “Lebanon4sale” and introduced the NGO that was renamed after the campaign: “Stop the Shop”. We also added the call to action “Stop the Shop” on our posters. The guerrilla campaign, PR stunt and movie all aimed at directing people to the reporting website which was designed to overcome attitudinal barriers and ensure engagement. Once people started reporting and numbers started to show, a “Stop the Shop” car started going around the country and parking in front of the most corrupt entities to sustain the pressure and ensure continuous engagement.

All the campaigns touch points led to the main reporting platforms: The website and the mobile app. In order to get Lebanese citizens engaged in the fight against corruption, we created a real life shop that merchandised corruption through all sorts items: Drivers’ licenses, official papers, etc. A shop owner had the role to publicly promote the shop’s products. A hotline, stenciled on the streets of Lebanon, got people enquiring about the shop’s promotions. An online film, poster campaign, and Facebook Game revealed the Stop the Shop movement and aimed to encourage the act or reporting corruption online and offline.

To date, reports on line amount to 3.4 billion liras. In a country of 4 million, the campaign got 51 Million impressions & $2.6 Million of earned media. It was featured in 12 regional and international TVs, 14 magazines, 9 NPs, 5 blogs, and over 30 websites. 487 volunteers recruited in 3 months. 1.598 bribery reports gathered. 2.737 mobile App downloads. 61.541 views on YouTube. 32 Shops “opened” across Lebanon. 4 Booths ‘opened’ in 4 universities. Raid Car Tour went across 26 districts, covering 5.261 km in a country of 10.452 km2. 4 Street Guerrilla activations in Greater Beirut. 3 vending machines across 3 theatres. The data gathered allowed SED to issue 2 reports on Jan/Feb 2015 used as a reference by the media/banking authorities. On Jan 26, SED closed the first “shop” in Lebanon by helping develop a fully DIGITIZED AND CORRUPT FREE entity within the Internal Security Forces.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Areej Mahmoud Leo Burnett Beirut Creative Director
Nada Abi Saleh Leo Burnett Beirut Managing Director
Samer Shoueiry Leo Burnett Beirut Regional Digital Strategies/Innovation Director Director Levant
Jo Chemali Leo Comm Managing Director Pr Levant
Joseph Abi Saab Leo Burnett Beirut Senior Art Director
Tonie Tannous Leo Burnett Beirut Senior Art Director
Rana Khoury Leo Burnett Beirut Copywriter
Andrew Assi Leo Burnett Beirut Copywriter
Tarek Bacha Leo Burnett Beirut Copywriter
Tony Elieh Leo Burnett Beirut Photographer
Diego De Aristegui Leo Burnett Communication Supervisor
Cecilia Accad Leo Burnett Beirut Communication Director
Youmna El Asmar Leo Burnett Beirut Senior Strategic Planner