Brand | JOHNNIE WALKER |
Product/Service | JOHNNIE WALKER "KEEP WALKING LEBANON" |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Integrated Mobile Campaigns |
Entrant Company
|
LEO BURNETT BEIRUT, LEBANON
|
Advertising Agency
|
LEO BURNETT BEIRUT, LEBANON
|
Media Agency
|
STARCOM MEDIAVEST GROUP Beirut, LEBANON
|
Creative Execution
We had set up a digital ecosystem, with a Facebook at its core supported by a real time conversation on the brand and people’s timelines, encouraging crowd-sourced messages. We created a mobile friendly version of the App through the keewalkinglebanon.com URL and were people could post their statements of hope as we all view a repository of all the statements that were turned into pieces of art by the fire calligrapher. The App aggregated the campaign’s #keepwalkinglebanon from Twitter and Instagram, and the more people submitted statements the more visuals we created, the more the conversations and content grew.
14,189,000 users reached in Lebanon and 20 other countries
38,400,000 impressions
Over 440,000 Actions
306,022 Total Video Views
$766,000 in earned media
Over 2,500 user messages of hope generated. Hundreds where transformed into campaign visuals used across media.
On January 1st, Lebanon’s main TV talk show dedicated an entire episode to the brand, with its content articulated around 5 key campaign visuals, which also branded the entire show. The show’s name was also changed from the ‘The Republic of Failure’ to the ‘Republic of Hope’.
4 publications changed their editorial content to promote hope in the country.
In a saturated market (source AC Nielsen):
- JW market share (Nov/Dec 2014), from leader position, grew by 19.99% vs. last year’s 2,2% growth, +6.54 ppts ahead of category
- Black label: value share grew 31%, 10ppt faster than category
- Red label volume share grew by 4% since campaign launch
A nation’s biggest failure is when it forgets what it’s capable of. In 2014, a dark cloud loomed over Lebanon once more. Media outlets competed to paint a dark vision of the future. The people followed suit. The Lebanese were forgetting what they’re truly capable of, and we made it our mission to remind them. Through an experiential launch event and TV/online film, reignited a spark in the dormant flames. It was a month long digital activation, supported on desktop and on mobile, generating thousands of crowd sourced messages of hope paired with a real time on the ground activation, where a fire calligrapher turned statements into visuals that fully awoke the Lebanese Flames and transformed the conversations of despair into hope. On January 1st 2015, we partnered the most viewed social/political talk show to partner up with the brand and dedicate an entire episode to Hope in the Lebanon.
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Beirut |
Regional Executive Creative Director |
Kamil Kuran |
Leo Burnett Beirut |
Regional Managing Director Levant |
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 |
Peter Mouracade |
Leo Burnett Beirut |
Head Of Communication |
Areej Mahmoud |
Leo Burnett Beirut |
Creative Director |
Tony Kayouka |
Leo Burnett Beirut |
Director Of Innovation/Delivery |
Davina Atallah |
Leo Burnett Beirut |
Art Director |
Nadia Deghaily |
Leo Burnett Beirut |
Art Director |
Lama Bawadi |
Leo Burnett Beirut |
Copywriter |
Hisham Kekhia |
Leo Burnett Beirut |
Communication Director |
Diego De Aristegui |
Leo Burnett |
Communication Supervisor |
Misbah Natour |
Leo Burnett Beirut |
Communication Executive |
Raphael Jadaa |
Leo Burnett Beirut |
Communication Executive |
Ghassan Jawhar |
Leo Comm |
Pr Executive |
Tina Sioufi |
Leo Burnett Beirut |
Junior Digital Planner |
Links
Mobile URL