2017 Winners & Shortlists

NEVER TOO OLD FOR CHRISTMAS

Short List
BrandABED TAHAN
Product/ServiceABED TAHAN
EntrantRÉPUBLIQUE Beirut, LEBANON
CategoryUse of User Generated Content
Idea Creation RÉPUBLIQUE Beirut, LEBANON
Media Placement RÉPUBLIQUE Beirut, LEBANON

The Campaign

This year we decided to target the adults and let them know it was ok to ask for Christmas gifts. We created a campaign called "You're never too old for Christmas" It was a series of online videos that showed adults speaking in a child voice whilst asking for their gifts. Our films spread online and become the most popular Christmas campaign in Lebanon. But this wasn't enough to get people to ask for gifts. We saw an opportunity to let adults ask for the gifts they wanted and at the same time create a user generated catalogue for us on social media.

Creative Execution

We pre recorded our best selling Christmas items with Child voice and uploaded them to the popular voice app, Dubsmash. Adults can then enter the app an select the gift they wanted and create a video where they would say it in a child's voice. People could choose from Camera, iPhone, Treadmill all the way to the new Playstation VR. Once they record their video, they would upload it to social media or share it to their whats app groups. This was a way for people to show what they wanted, but in a humorous manner.

Our activation quickly became the most popular Christmas campaign in Lebanon, spreading on Social Media and Messaging apps. By the second week of December we had over 400 videos created on Dubsmash and 300,000 video views. Adults found it to be a cute way to break the ice and ask for gifts. By uploading their videos, people were promoting our Christmas offers indirectly, whilst letting their friends and family know what they wanted, directly. Our activation resulted in a 15% increase in Christmas sales from last year and solidified Abed Tahan as the leading destination for gifts.

This work is relevant to branded content because we were able to take an existing platform and manipulate it to generate sales and engagement for our brand. Although a popular platform, we were one of the first to be able to make use of it to sell our products.

In order to make sure our activation was successful, we had to find a way that was quick, easy and not too embarrassing to share. We knew that people wanted to ask for gifts, but maybe some were too shy to do it.

Credits

Name Company Role
Fadi Mroue Republique Creative Director
Jihad Harmoush Republique Account Director
Abdallah Jajeh Republique Art Director
Issam Itani Republique Editor
Youmna Kreidi Republique Account Handler
Tarek Shami Republique Animator
Links
Application URL