2018 Winners & Shortlists

BLACK FRIDAY CHALLENGE

BrandKHOURY HOME
Product/ServiceHOME APPLIANCES SALE
EntrantM&C SAATCHI MENA Beirut, LEBANON
CategoryLow Budget / High Impact Campaign
Idea Creation M&C SAATCHI MENA Beirut, LEBANON
Production M&C SAATCHI MENA Beirut, LEBANON

The Campaign

The campaign features a series of films where members of different communities in Lebanon challenge each other for Khoury Home's Black Friday deals. In the first round of films, the characters playfully warn each other to back off from the sales using local idioms and sayings. In the second, the challenges are delivered through a rap battle and Zajal- a traditional oral poetry form that is popular in Lebanon and performed in a competitive format. The heroes of each community respond to one another's challenges, linking the films together into a story of a national competition that gets everyone on board.

The Brief

Overall Budget: $221,648 IN TOTAL (media and production) Breakdown of costs: Offline Media: LEDs $25,000 OOH $89,128 TV $94,550 Radio $5,550 Online Media: Facebook $2,490 Instagram $680 GDN $1,750 YouTube $2,500 Production: $42,000

Creative Execution

Implementation/Placement This campaign was split into two bursts: a teaser (7 days) and then a revealer (5 days) that was communicated on: -TV: 4 different TV spots were aired on MTV, LBCI, Al Jadeed and OTV over 12 days split equally throughout the day covering peak and off peaks programs in order to have a wider reach -Radio: Sponsored one radio show: “Bi ezz el Aaja’” with Viny Roumy on Fame FM for 9 days. This exposure was about a 5 minutes segment in which the host created a competition to interact with the listeners and push a call to action for them to participate and have the chance to win a product from Khoury Home. Adding to that, Viny had a roadshow in Khoury Home’s Dora showroom for two hours. - Digital: Presence on Facebook, Instagram, YouTube and Google Timeline: From the 17th till the 28th

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

This year’s Black Friday was Khoury Home’s biggest to date, with a record making $14 million USD in sales, an upward surge of 40% from last year’s sales. Khoury Home managed to prove once again that it is the undisputed leader and innovator in the household products sector. During a period of trying economic hardships, Khoury Home helped bolster the economy in time for the holiday season. Footfall: 60,000 customers on average in all 13 branches, from November 24th till November 29th, 2017 Sales: $14 million, $2 million above the initial target of $12 million Reach: Over 1 in 5 Lebanese TV 68% Radio 7% Facebook 1,149,722 Instagram 113,773 YouTube 72,242 Total Views for the 4 films: 1million 59 K views Total Likes: 9.1 K likes Total Comments: 1,133 comments Total Shares: 839 shares

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

By tapping into a sentiment of regional pride, common in Lebanon, our campaign took on a life of its own, reaching over 1 in 5 Lebanese. Viewers became powerful brand ambassadors by sharing and commenting in the thousands and posting videos of their own communities. A voice note of a Lebanese woman complaining about the Black Friday traffic jams went viral, and Khoury Home’s sales became the talk of the town, both online and offline. The record-breaking number of sales achieved was directly brought on by the engagement of a massive online community, which the campaign succeeded in building.

Target Audience: Our target audience was the entire population of Lebanon. We wanted to speak the language of the Lebanese people at large and not exclude any social class, demographic or geographical area. Approach: To build on last year’s success and continue the saga of Lebanese regions fighting over Khoury Home’s Black Friday sales, under the tagline of “El Shater bi Shatarto” or “May the Toughest Win”.

Credits

Name Company Role
Shadi Kaddoum M&C SAATCHI Creative Director
Rony Moussa M&C Saatchi Associate Creative Director
Hiba Kilani M&C Saatchi Senior Art Director
Nivine Baz M&C Saatchi Senior Copy Writer
Shermine Hrawoui M&C SAATCHI Business Director
Marie Claude Hajjar M&C Saatchi Account Director
Links
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