2016 Winners & Shortlists

The Campaign

L'Oreal Paris is well known to be the glamorous brand of Celebrities. For 2015, our media objective was to affiliate this brand with the Levant population. We decided to sponsor one of the biggest shows running on TV:Celebrity Duets The Levant population is known to be highly influenced by local celebrities;they set the population's beauty&make-up trends. We have negotiated several touchpoints to make the best out of the sponsorship: •Created an animation which was aired twice during every prime •Created a L’Oréal Paris backstage room,Celebrities were filmed getting ready inside the room,videos/Images were posted on our social media and MTV's website •Every prime, granted backstage access to our L’Oreal Paris •Every week we had an online competition where 2 of our fans would win tickets to the prime •We premiered a John Legend TVC for L’Oréal Paris,La Vie en Rose &to boost this TVC,we created our own live version of it,performed during the prime We are all aware of the troubled situation in Syria. A well-known Syrian actress,Choucran Mourtaja,managed to find her way right into the viewer’s hearts 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,&especially Arab women: •Choucran’s Birthday away from her homeland was made special through L’Oreal Paris We were able to make Choucran feel as a glamorous as she deserves to be. We’ve managed to reach the viewer’s hearts,&we have proven once again that with L’Oréal Paris every woman is truly worth it.

The Brief

Since we could not change our TVCs to feature local celebrities,the goal was to sponsor the biggest show on TV&feature our brand with local Arab celebrities. The objective was to create an emotional link between L'Oreal Paris and the Levant population. For this,we have decided to provide special treatment to 1 of the stars:Choucran Mourtaja. Choucran is a Syrian actress,she has an attractive personality with a heart full of sadness due to the current Syrian situation. Through her singing,she wanted to convey the message of peace and forgiveness in Syria. We chose to pamper her for the whole sponsorship period.

Execution

In 2015, we sponsored one of the biggest shows running on TV to affiliate this glamorous brand with the glamour of Celebrity duets. By November 2015, a new blockbuster program was launching on MTV: Celebrity Duets. This was a great opportunity for us to integrate L’Oréal Paris in such a premium show. We have negotiated several touchpoints to make the best out of the sponsorship: - On screen animation - Backstage branding - Online competitions - Bloggers - TVC premiered during prime To further create an emotional link between the brand and the Levant population, we chose Chourcan to benefit from a special L'Oreal Paris treatment cross the program period. This was our way to thank her for all the inspiration she brought to people’s hearts, and especially Arab women.

L'Oreal Paris online mentions increased by 175% during Celebrity Duets' time period Positive comments and shares were displayed on social media

The Strategy

Our target are 30+ year old females, coming from ABC+ social classes. They are highly influenced by local celebrities;they set the population's beauty & make-up trends. They're TV viewership is high and they have proven to be very interested in all event taking place around local celebrities. L'Oreal Paris is well known to be the glamorous brand of Celebrities due to our TVCs featuring international stars.