TRUE LOVE NEVER GOES BLIND
Brand | ALFA TELECOMMUNICATION |
Product/Service | ALFA CSR & ESIGHT |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Health & Wellness Tech |
Idea Creation
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LEO BURNETT BEIRUT, LEBANON
|
Media Placement
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LEO BURNETT BEIRUT, LEBANON
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Media Placement 2
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STARCOM Beirut, LEBANON
|
PR
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LEO BURNETT BEIRUT, LEBANON
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PR 2
|
MSL BEIRUT, LEBANON
|
Production
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FRAME NATION FILMS Beirut, LEBANON
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Why is this work relevant for Branded Content & Entertainment?
On Valentine’s day, alfa ventured into content creation, releasing the video of a social experiment in which documenting the pure unscripted emotional love story of Saria and Kifah.
Alfa’s content was so raw and grabbing that it stood out from the clutter, remaining relevant during a period of social media congestion.
In a matter of days, this 1 moving video enabled Alfa’s reconnection to the Lebanese, shedding light on their CSR efforts and actively changing people’s live.
Describe any restrictions or regulations regarding Healthcare communications in your country/region (imposed by healthcare regulatory bodies, government, TV stations, etc.)
Lebanon lacks any infrastructure and health care catering to people with disabilities, making their insertion in society practically challenging.
Healthcare companies do not advertise to the public relying solely on B2B, therefore the general public is not aware of the available solutions.
Describe the target audience
Our communication was targeted to the Lebanese public globally and the disabled citizens particularly who are frustrated and feel disconnected from the government due to the absence of basic infrastructure, technology and health care catering to people’s needs/disabilities.
Background
Alfa, 1 of the 2 government-owned Telcos in Lebanon, have also been committed to bringing real and positive change to Lebanon through their CSR program Alfa 4-Life supporting Lebanese NGOs particularly the Blind and Deaf.
Alfa has been pioneering digital transformation across the country, championing UN SDG 9 related to industry, innovation and infrastructure among others.
However, even with all this tremendous progress in CSR, coverage, internet technology and innovative products, Alfa’s efforts remain unseen and unacknowledged by the people.
Because Lebanese telco rates are some of the most expensive across the region/world, providing the government with the second highest source of revenue after taxation, people feel robbed and far from them.
Our challenge was to reconnect Alfa with the people and substantiate Alfa’s credibility/ability in providing technology at the service of human health as opposed to being an opportunist corporation doing the Government’s bidding.
Describe the creative idea
In a country where people feel so disconnected from their government and telco providers, we worked to show them that there is no connection that can’t be restored.
As a natural continuation of our CSR work with the visually impaired, we sought to restore a woman’s (Saria) eye sight using E-Sight glasses, enabling her to see her husband (Kifah) for the first time in 5 years on the occasion of Valentine’s Day.
Describe the strategy
This unfortunate reality where Lebanese people are continuously exposed to problems caused by the system, paired with people’s negative perception of government affiliated corporations like alfa, creates a wide disconnect between the people and these institutions.
If we can open people’s eyes though heart/warming and most importantly genuine content, enabling them to see past the general corruption and acknowledge Alfa’s position as a leader in providing technology and innovation at the service of human health, then we can untimely reconnect with them.
Describe the execution
To shoot our film, we secretly reached out to Kifah who brought his wife Saria onset, under the impression that we were just going to interview her.
We then documented Saria and Kifah’s raw and unscripted reactions in a powerful piece of content captivating the whole nation.
In order to maximize reach and engagement on social, we adopted a form of content that is trending and frequently consumed online:” Social News”. The headline:” Woman sees husband for the first time in 5 years” created a shock factor driving people to watch it and participate in this special act maximizing the film’s reach.
Describe the outcome
The campaign was a great success and we were able to reconnect with the people shifting the conversation from negative to positive on all our social media channels in just 4 days. People were proud and relating to the brand’s initiative.
• Sentiment: 96% Positive Sentiment
• Engagement: 1.5+ Million Content Engagement
• Reach: 2+ Million People Reached
• Impressions: 5.5+ Million Impressions
• Views: 3.6+ Million Views (In a country with 6 Million Inhabitants)
But our campaign did not stop there, thanks to the overwhelming reach/results, we achieved:
• Number of Inquiries:
- 124 Inquiries, 240 Patients Screened (43 found eligible)
- 11 people’s vision was restored
Sales/Revenues: 36.85% increased Alfa Line Sales
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Beirut |
Regional Executive Creative Director |
Nada Abi Saleh |
Leo Burnett Beirut |
Managing Director |
Jo Chemaly |
MSL Beirut |
Managing Director |
Moe Minkara |
Leo Burnett Beirut |
Executive Creative Director |
May Chaker |
Leo Burnett Beirut |
Communication Supervisor |
Christopher Nehme |
Leo Burnett Beirut |
Communication Manager |
Noura Assaf |
Leo Burnett Beirut |
Senior Art Director |
Nour Abou Jaoudeh |
Leo Burnett Beirut |
Art Director |
Wassim Olabi |
Leo Burnett Beirut |
Senior Art Director |
Mariam Basma |
Leo Burnett Beirut |
Junior English Copywriter |
Grace Kassab |
Leo Burnett Beirut |
Senior Arabic Copywriter |
Nadia Deghayli |
Leo Burnett Beirut |
Senior Art Director |
Lara Saleh |
MSL Beirut |
Senior Communication Executive |
Cedric Barsoumian |
STARCOM ME |
Media Director |
Vanessa Moussan |
STARCOM ME |
Media Manager |
Josephine Assaf |
STARCOM ME |
Senior Media Executive |
Zeina Kettaneh |
STARCOM ME |
Senior Media Executive |
Links
Video URL