2017 Winners & Shortlists

The Campaign

As our strategy was to increase brand awareness on a national scale, and our core audience was mothers of expats, we targeted them through their point of weakness; their children. We reached out for the expats asking them to get in touch with their mothers in Lebanon on Mother's Day.

Execution

The campaign kicked off with 3 tutorial videos that we uploaded on The Spot’s social media pages one month prior to Mother’s Day. The tutorial videos enticed young expats to upload a short video selfie greeting their mothers using #shta2tellikmom. Every video uploaded=Expat’s mother instantly wins a gift card from The Spot Mall which in turn increased traffic by 45% compared to March 2015 at the mall+Potential ticket to Lebanon for the expat to spend time with his mom on Mother’s Day. Our multifunctional jury voted for 1 winner and brought him to Lebanon to surprise his mother on Mother’s day at The Spot mall. The surprise was documented and uploaded on Facebook as a greeting on the 17th of March. The local buzz generated by our campaign allowed it to be exported offline, hence further spreading the reach of our initiative.

In less than 30 days: -We received hundreds of greeting videos from all over the world -The campaign was endorsed by more than 13 influencers and tens of blogs. -Our mother’s day film that framed the winner of the competition surprising his mom at the Spot Mall was organically viewed by more than 600,000 viewers in less than 3 days. -On Mother’s day our initiative was exported offline on evening news of most local TV stations -Users video selfies were organically exported offline during 5 consecutive days as TV break segments on a major TV station(LBCI) -The campaign became the main topic in one of the most viewed live prime time social shows -The organic offline coverage allowed our campaign overall views to reach 15,000,000 viewers (Ariana Media software by Stat Ipsos and Facebook analytics)

The Situation

We had a minimal budget that does not exceed $20,000 including production fees so we could not afford being present on ATL media. Our hashtag on Facebook had 10,000 users talking about it during the month of our campaign (February 17 till March 21), and it became a a greeting platform on Mother's Day. As a result, we caught the attention of endorsers,TV stations, magazines, and bloggers which in turn shared our initiative, helped us spread the word, and most importantly, exported our film offline allowing the brand to achieve a national awareness that would have costed us a fortune.

The Strategy

According to a research done by MADMA, a center for development studies and projects, 59% of young Lebanese men and 45% of young women leave Lebanon looking for a brighter future abroad, leaving behind their loved ones and mothers. They visit Lebanon often on major religious holidays as much as they can afford, but they nearly never visit on Mother’s Day which is very important to their mothers. They would want to spend this day with their children more than any other day, and not being able to, makes them live this occasion with an incomplete happiness. As the Spot's brand promise is to spread happiness, we grabbed this opportunity to inject happiness in the hearts of lonely mothers by reaching out for their expatriate children enticing them to engage with their mothers on our platform during this time of the year.