Brand | THE AMERICAN UNIVERSITY OF BEIRUT |
Product/Service | THE AMERICAN UNIVERSITY OF BEIRUT |
Entrant | MEMAC OGILVY LEBANON Beirut, LEBANON |
Category | Content-led Engagement & Marketing |
Idea Creation
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MEMAC OGILVY LEBANON Beirut, LEBANON
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PR
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MEMAC OGILVY LEBANON Beirut, LEBANON
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Production
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SPONGE PRODUCTIONS Sharjah, UNITED ARAB EMIRATES
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Why is this work relevant for PR?
In early October, Lebanon experienced a 220% increase in coronavirus cases. Still, the youth ignored the government’s plea to wear face masks. Just days before Halloween, on the American University of Beirut's social media platforms, we leveraged our awareness message through relevant content that had the right impact and reach, making it possible for a wider audience to have a deeper understanding of our message in a clear and intriguing approach. In less than 48 hours, the awareness message reached more than 9.5 million people, with 1.2 million in post engagements, shared 25,904 times, headlined worldwide publications & TV Networks.
Background
In early October, Lebanon experienced a staggering 220% increase in coronaviruses compared to August, a record-breaking figure. To a country with such a small population, this number is a major threat. As Lebanon grappled with the COVID-19 pandemic, the youth continued to neglect the government’s plea urging them to wear face masks. They kept going out shopping, to restaurants, pubs, gatherings at key public districts, etc, without wearing face masks. AUB, an integral part of the Lebanese community, wanted to find a way to step in and talk to the youngsters, raising awareness about wearing face masks. Basically, AUB wanted to have the talk, the COVID-19 talk. The objective was to quickly find a way to get to the youth and spread the socially responsible message of wearing face masks.
Describe the creative idea (20% of vote)
With Halloween approaching, a much-anticipated event for youngsters in Lebanon, we created an online video playing off the tradition of wearing masks during Halloween, with the importance of wearing face masks this year in specific, to minimize the transmission and subsequent risk of coronavirus. We wanted to show youngsters in typically spooky Halloween costumes hiding, fearing, and running away from an even bigger threat. That threat being revealed at the very end of our video, a man without a mask. Our end message of awareness further highlights the idea that a person without a mask during the pandemic is a far greater cause for concern and fear, more so than the usual monsters and ghosts typical of Halloween. End message: The scariest thing this Halloween is no mask at all. Protect yourself. Protect others.
Describe the PR strategy (30% of vote)
Halloween is one of the most anticipated events for the youth in Lebanon. Each year, kids and young adults go out trick or treating, to costume parties, major pub streets, and hang out in key public districts that are always filled with youngsters in their spooky and scary Halloween costumes enjoying this yearly awaited event. Our main approach was to use Halloween as a way to connect with our target audience, the youth in Lebanon, who despite the government’s plea for them to wear face masks was being ignored over and over again. A few days before Halloween, we posted an online video on AUB’s social media platforms i.e. Facebook, Instagram, Twitter & Linkedin, showing youngsters in scary costumes hiding, fearing, and running away from an even bigger threat. That threat is revealed at the end of the video. It's a man without a mask.
Describe the PR execution (20% of vote)
The online video was posted a few days before Halloween, on AUB's social media platforms. The video opens on two teenage girls dressed in Halloween costumes, coming out of what sounds like a Halloween party. One of the girls notices someone coming towards them. Her friend grabs her and they both run off in fear. The film continues in the suburban-like neighborhood, with eerie background music, and an overall Halloweeny vibe. We see youngsters in spooky costumes hiding, fearing, and running away from this mysterious person. Throughout the video, we (the viewer) don't see this person's face. In the end, his face is revealed. He looks normal. Just not the new normal. He's not wearing a face mask. As he steps into the light, an end message appears on screen: The scariest thing this Halloween is no mask at all. Protect yourself. Protect others (graphical face mask).
List the results (30% of vote)
The film was an instant hit. In less than 48 hours, our message reached more than 9.5 million people, with 1.2 million post engagements, recording 25,904 shares, and 98% positive sentiments. The video was quickly picked up by worldwide publications and TV networks dedicating segments covering the video during primetime news and morning shows. The US & UK embassies also shared the video on their official social media platforms, alongside the region’s most prominent social media influencers. The American University of Beirut's social media channels recorded a 236% increase in new followers. All the above-mentioned recorded in less than 48 hours!
Credits
Patou Nuytemans |
Memac Ogilvy |
Chief Executive MENA |
Juggi Ramakrishnan |
Memac Ogilvy |
Chief Creative Officer |
Samer Abboud |
Memac Ogilvy |
Regional Managing Director |
Philippe Aprahamian |
Memac Ogilvy |
Executive Creative Director |
Elie Choueiry |
Memac Ogilvy |
Creative Director |
Mariella Abdo |
Memac Ogilvy |
Client Service Director |
Elie Azzi |
Memac Ogilvy |
PR Director |
Tina Arab |
Memac Ogilvy |
Associate Creative Director |
Jad Karout |
Memac Ogilvy |
Senior Art Director |
Malek Badreddine |
Memac Ogilvy |
Senior Copywriter |
Richard Whaibe |
Memac Ogilvy |
Graphic Designer |
Johnny Yaacoub |
Memac Ogilvy |
Graphic Designer |
Majd Daaboul |
Memac Ogilvy |
Social Media Manager |
Elsa Abou Fayssal |
Memac Ogilvy |
Account Executive |
Mona Melhim |
Sponge Productions |
Executive Producer |
Marie Rose Osta |
Sponge Productions |
Director |
Mark Khalife |
Sponge Productions |
Director Of Photography |
Sarah Keyrouz |
Sponge Productions |
Wardrobe Artist |
Samantha Ayoub |
Sponge Productions |
Makeup Artist |
Nicolas Khoury |
Sponge Productions |
Editor |
Links
Video URL