2018 Winners & Shortlists

SCHOOL HEROES: POP UP SCHOOL

BrandUNICEF
Product/ServiceBACK TO SCHOOL
EntrantMEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
CategoryUse of Social in a PR Campaign
Idea Creation MEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
Idea Creation 2 MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

The Campaign

The pop-up school stems from the insight that a percentage of registered children are dropping out from school after the 2nd month of registration and opting for work opportunities that will help them support the family financially, disregarding the impact of education on the long term. We wanted to shed the light on the schooling journey of each hero child who chooses to continue his education with the support of his family, friends, teachers etc. The pop-up school featured a screen that's sensor-activated whenever someone joins the class. Upon activating the sensor, the journey of the hero child will be played on the screen. If anyone left class, the journey of the child will be paused waiting for the next sensor to be reactivated for the journey to continue and eventually for the child to reach the school. At the end, everyone received a School Heroes cape.

Execution

1- We created an online teaser for 13 days aiming to make people curious.  2- Popup School Launch: To create awareness while initiating the call for action: register in schools. Duration: 5 days. Targeting: Parents, Syrian refugees, People interested in education and NGO and social causes Fans of UNICEF and their friends  3- Call for action: highlight the importance of school for kids and importance of staying in school. Convert fans to register in schools. Targeting: Parents, Syrian refugees, People interested in education and NGO and social causes, Fans of UNICEF and their friends. Duration 62 Days.

Reach: 1,597,625. Engagement: 38,889. Views: 381,340. Featured by more than 44 influencers, celebrities, news outlets, local and regional TV stations with $0 spent; estimated PR value of $273,650. 5,900 new organic Facebook fans in less than 1 week.

The Situation

The success of the “School Heroes" campaign relied heavily on PR and its tactics, be it from the launch via main influencers, or via media stakeholders and officials, press releases, TV shows and appearances, press conference, and clippings. PR was an essential component to demonstrate the innovative idea behind the campaign and the work that built the understanding of the main message and the main objectives of the Back to School campaign.

The Strategy

Having an online presence is a must for any brand looking to connect directly with its target audience. When it comes to social causes, people always take a stand on social platforms. So when it comes to perception change and with its 1,700,000 users interested in social and community issues in Lebanon, leveraging the pop-up school on Facebook was our best choice. Considering the wide and mass target audience, we adapted the pop-up school on Twitter and Instagram to achieve the highest reach possible with the lowest budget. A lot of people are affected by influencers, from affecting their purchase to learning about brands and finally staying updated about what's happening around them. This is why for the pop-up school, we worked on a 360 approach including Facebook, Instagram and Twitter along with influencer activity to make sure everyone heard our main message: Education is every child's right.

Credits

Name Company Role
Danielle Chebli Memac Ogilvy & Mather, Beirut Creative Director
Naji Boulos Memac Ogilvy & Mather, Beirut Managing Director
Rima Isho Memac Ogilvy & Mather, Beirut Business Director
Bachir Ghanem Memac Ogilvy & Mather, Beirut Account Director
Elly Rahme Memac Ogilvy & Mather, Beirut Account Manager
Christan Safi Memac Ogilvy & Mather, Beirut Associate Creative Director
Tina Arab Memac Ogilvy & Mather, Beirut Senior Art Director
Marie Noelle de Chadarevian Memac Ogilvy & Mather, Beirut Senior Copywriter
Malek Badreddine Memac Ogilvy & Mather, Beirut Senior Copywriter
Nour Jurdi Memac Ogilvy & Mather, Beirut Arabic Copywriter
Dimitri Ghalieh Memac Ogilvy & Mather, Beirut Senior Graphic Designer
Jean Rizk Memac Ogilvy & Mather, Beirut Senior Graphic Designer
Reem Ayoubi Memac Ogilvy & Mather, Beirut Graphic Designer
Lara Accaoui Memac Ogilvy & Mather, Beirut Art Director
Mira El Hajj Memac Ogilvy & Mather, Beirut Graphic Designer
Juliano Abboud Memac Ogilvy & Mather, Beirut Social Graphic Designer
Roy Bou Abssi Memac Ogilvy & Mather, Beirut Social Media Account Director
Terry Abdel-Massih Memac Ogilvy & Mather, Beirut Social Media Account Manager
Nadine Daoud Memac Ogilvy & Mather, Beirut Senior Social Media Executive
Mariella Abdo Memac Ogilvy & Mather, Beirut Regional PR Planner
Carmen El-Hajj Memac Ogilvy & Mather, Beirut PR Director
Maya Kerbage Memac Ogilvy & Mather, Beirut PR Account Director
Layale AbouAntoun Memac Ogilvy & Mather, Beirut PR Senior Account Manager
Nizar Tawil Memac Ogilvy & Mather, Beirut Production Manager
Elie Fahed DELIE Director
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