2015 Winners & Shortlists

Results and Effectiveness

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

Creative Execution

We had to make sure that for 10 days the showroom attracts more than 200 people per day and we also had to drag the right people: a younger crowd, and a new crowd that never thought they could afford those cars. Hence, we used the mass media tools ranging from outdoors, magazines, newspapers, posters, leaflets distributed around key touch points, and a radio campaign. The main focus was however on the use of targeted social media where people were invited primarily on Facebook, through the brand’s page and the 16 designer’s personal pages, inviting followers and friends to private viewings and to the opening night. A private invitation was also sent to media representatives and VIPs for the opening event generating buzz and heavy media coverage. Direct and e-invitations were sent to key people while SMS were sent to the brand’s database of customers.

Insights, Strategy and the Idea

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 wanted to double the footfall at the showroom making the brand more approachable while creating affinities with a new younger and larger target. 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.