2016 Winners & Shortlists

The Campaign

Our mission was to deploy the idea just in time for Christmas and re-install the holiday cheer. The objective was to build affinity and top of mind awareness for our brand. We were inspired from the balcony culture in specific areas in Lebanon where the citizens spend most of their days in this open space enjoying the morning talks over a cup of Turkish coffee and mingling with the neighbors. The challenge was a limited budget which also meant that we had to look at a simple yet effective way to connect with consumers in a culturally relevant manner that will build awareness for the brand and win the hearts and minds of our consumers through leveraging local insights during a time of uncertainty. • We selected a neighborhood in Beirut that was gloomy and gave away illuminating pegs to its ladies. • The ladies used them to hang their laundry which colored their neighborhood and brought back the cheer just right on time for Christmas • We filmed the ladies’ reactions and the transformation of neighborhood and crafted an edit out of it where we leveraged it online through our Bonux Facebook page.

The initiative built affinity with our consumers as it was relevant and came as a surprise element just in time for Christmas during a period of turmoil. Our ladies who are resourceful ladies seeking smart solutions in life were very appreciative of this smart idea. We were able to bring back the happy spirit to the neighborhood that we targeted and prove that simple things can bring joyful moments in life. With a very limited budget put behind the shoot, edit and media, the online video managed to attain great results. • 800K views were attained out of a potential audience of 500K. • 99.96% positive sentiment was generated as almost everyone was expressing their enthusiasm and love for the idea which grew to even praising the product! • 13x engagement rate was generated compared to industry standards (11% versus 0.83%)