2016 Winners & Shortlists

Brief Explanation

In 2015, our media objective on L’Oréal Paris was to affiliate this glamorous brand with the Levant population. By November 2015, a new blockbuster program was launching on MTV, Celebrity Duets. The main relevant idea was that our Levant population is highly influenced by celebrities; they set the population's beauty and make-up trends. This was a great opportunity for us to integrate L'Oreal Paris in such a premium show.

Results and Effectiveness

We chose Choucran to benefit from L’Oreal Paris’ pampering way, as a mean to thank her for all the inspiration she brought to people’s hearts, and especially Arab women despite the troubled situation in Syria. The TV reports reached out to more than 60% of our target audience that night L’Oréal Paris online mentions increased by 175% We’ve managed to reach the viewer’s hearts, and we have proven once again that with L’Oréal Paris every woman is truly worth it.

Creative Execution

Touchpoints were negotiated to make the best of the sponsorship: 1-On-screen animation 2-Backstage-branding 3-Premiered John Legend TVC for L’Oréal, La Vie en Rose Created our own version of it, performed during the prime 4-Online competitions 5- L'Oreal bloggers backstage Despite troubled Syrian situation,Choucran,Syrian actress,found her way into the viewer’s hearts. We chose Choucran to benefit from L’Oreal Paris’ pampering: 6-Choucran’s Birthday away from home was made special through L’Oreal 7-Choucran had 1 wish in mind: feel glamorous as a Hollywood star We made Choucran feel as a glamorous as she deserves to be. Both reports were aired during the primes.

Insights, Strategy and the Idea

Our target are Females, aged 30 years old and above, coming from ABC+ social classes. The target is highly influenced by the looks of celebrities, they look-up to them, follow the trends they set, and discuss their news while in social events. They are also highly present on TV while their use of social media has increased over the past years. We had forecasted high viewership for this program on MTV versus our Target, due to the fact that this station targets the upper class of our Lebanese population.