2017 Winners & Shortlists

The Campaign

This year we decided to target the adults and let them know it was ok to ask for Christmas gifts. We started by creating 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 whilst at the same time create a user generated catalogue for us on social media.

Creative Execution

We pre recorded our best selling Christmas items using a Child's voice and uploaded them to the popular voice app, Dubsmash. Adults could 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.

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

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 of our campaign. 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.

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

This work is relevant to Promo and Activation because we were able to create one of the most popular Christmas campaigns in Lebanon by engaging our audience and having them promote our products for us indirectly.

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 adults wanted to ask for gifts, but maybe some were to shy to do it.