2017 Winners & Shortlists

The Campaign

We wanted to use media to bring our target audience to know of our brand and push for trial. Lebanese families tend to spend most of their outings in malls, and are regularly exposed to different brands throughout. We therefore needed to create an unconventional, unique activation to sample and induce trial. To magnify the arrival of Marvellous Creations, we decided to extend innovation beyond the chocolate bar. Imagine you are walking down the streets of Beirut Souks to suddenly see a huge Marvellous Creations outdoor sign. Well yeah, it sounds familiar, no? But No! It is a Marvellous Creations billboard but with a twist - it is edible! The idea was new and simple. People would notice our huge outdoor sign all lightened up with the purplish Marvellous colors and to add to their amazement, that outdoor was edible – entirely made of chocolate bars for them to enjoy.

Creative Execution

We turned a simple sampling activation to a one-of-a-kind experience. For the first time, an edible outdoor was created! Located at the highest of footfall public areas, in Downtown Beirut, we placed almost 1,000 chocolate bars to create an Edible Billboard crafted with the letters of Marvellous Creations. Any passerby could grab a bar and experience the magical popping sensation. To capture this magical moment, we placed a face analyzer – also a first in-market technology - that detects facial expressions and accordingly describes it using fun statements such as “Marvellous! Keep smiling for the picture”. The machine then dispenses consumers’ first bite experiences to save and share. We revealed the Edible Outdoor during a special event, and shot an edit capturing peoples’ first-bite experience as well as the overall “marvelous” ambiance, which we promoted on our Social platforms to further enhance our activation. Influencers flooded the location.

Describe the success of the promotion with both client and consumer including some quantifiable results

- Sampled over 15,000 chocolate bars throughout a period of 2.5 weeks when the average number of samples is usually no more than 3000 per location. - Captured over 2,300 real interactions and pictures of first-bite experiences on-ground with our 1st in market face analyzer. - The Edit reached a total of 1,200,000 viewers across Facebook and Youtube surpassing market average of 800,000. - 30 influencers covered the event on their social media platforms driving more traffic to the event and endorsing the brand.

Explain why the method of promotion was most relevant to the product or service

In a highly cluttered Outdoor environment, it has become a major challenge to stand out and create impactful campaigns, especially if we are introducing a new product to town. Lebanese have become blinded by the number of messages they come across during drive times, making it hard for brands to form a bond and to be imprinted. And when consumers are open to trying new experiences, it is hard to reach them through conventional channels, unless it is a one-of-a-kind innovative approach.

Meanwhile, the Lebanese families were finding it difficult to fit in joyous family moments within their routines. We are a nation so swamped in daily responsibilities that we have no time to make the effort to build unique family moments. With our economic background, our priority is to make ends meet, and that alone is so tiring that with the time left we just want to spend it with the family. So we turned this challenge into an opportunity. What if we could create special moments and build a bond with the family all from a simple act of sharing a chocolate together? Marvellous Creations wanted to be the inspiration for creating marvelous moments of irrepressible joy as a family. It was time that a brand opened a door to energizing and exciting moments without making any extraordinary efforts but finding it in the smallest of acts.