2015 Winners & Shortlists

TOUCH- INDEPENDENCE

BrandTOUCH
Product/ServiceTOUCH
EntrantJ. WALTER THOMPSON BEIRUT, LEBANON
CategoryUse of broadcast in a promotional campaign
Entrant Company J. WALTER THOMPSON BEIRUT, LEBANON
Advertising Agency J. WALTER THOMPSON BEIRUT, LEBANON

The Brief

Every year Lebanon celebrates its Independence Day through a national parade that is televised to millions - yet, in 2014 things changed. In the absence of a president and political turmoil, the parade was cancelled. Touch, Lebanon’s leading mobile operator, promises a new world. Since Touch has a special armed forces line called “BIL KHIDMEH” – IN SERVICE, we took it upon ourselves to salute the armed forces in our own way.

Describe how the promotion developed from concept to implementation

We created the first virtual parade. TOUCH 3ARED ILISTIKLAL - To our advantage the Arabic word 3ared means both PARADE and PROMOTION in English - and added a special promotion dedicated to the armed forces by doubling their Touchline credit. We shaped an animation that accurately mimics the official parade. And based on the official Lebanese Army Parade anthem, a score was composed from scratch to bring to life the exact feel and “world” of an actual parade. With a desired outcome to increase subscription to the armed forces touch line.

Describe the success of the promotion with both client and consumer including some quantifiable results

The virtual parade reached 75% of the population – exactly 2,883,710 from a population of 4 million. It even received additional airtime of $55,875. And the Youtube video gathered the highest number of views among all the previous work done by touch. 134,061 - to date). Additionally, subscription to touch BIL KHIDMEH increased by 400% (data from touch).

Explain why the method of promotion was most relevant to the product or service

On the morning of the 22nd of November, although the parade streets were empty - the virtual parade filled the streets instead by airing on all TV stations (as would the actual parade) and the armed and civic forces got the salute they deserved.

Credits

Name Company Role
Nicolas Geahchan J. Walter Thompson Beirut Executive Creative Director
Laila Agassi J. Walter Thompson Beirut Associate Creative Director
Georges El Ten J. Walter Thompson Beirut Art Director
Ali Farraj J. Walter Thompson Beirut Junior Copywriter
Omar Sadek J. Walter Thompson Beirut Managing Director
Celine Noujeim J. Walter Thompson Beirut Account Director
Ramzy Salhab J. Walter Thompson Beirut Account Manager
Lana Khayat J. Walter Thompson Beirut Account Executive
Nadiya Haddad J. Walter Thompson Beirut Tv Producer