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AWARDS :
GRANDE
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SUB CATEGORY :
BEST USE OF SOCIAL MEDIA & EARNED MEDIA
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COMPANY ENTERING :
LEO BURNETT BEIRUT, BEIRUT
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ENTRY TITLE :
KEEP THE FLAME ALIVE
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BRAND :
JOHNNIE WALKER
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ADVERTISER :
DIAGEO
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AGENCY :
LEO BURNETT BEIRUT, BEIRUT
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MANAGING DIRECTOR PR :
JO CHEMALY
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CHIEF CREATIVE OFFICER :
BECHARA MOUZANNAR
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EXECUTIVE CREATIVE DIRECTOR :
MALEK GHORAYEB
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CREATIVE DIRECTOR :
AREEJ MAHMOUD/DAVINA ATALLAH
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COPYWRITER :
LAMA BAWADI
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ART DIRECTOR :
NADIA DEGHAILY
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REG. DIGITAL DIRECTOR - LEVANT :
SAMER SHOUEIRY
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ACCOUNT DIRECTOR :
PETER MOURACCADE
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ACCOUNT MANAGER :
DIEGO DE ARISTEGUI
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ACCOUNT EXECUTIVE :
RAPHAEL JADAA
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DIGITAL PLANNER :
TINA SIOUFI
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FILM PRODUCTION COMPANY :
STOKED, BEIRUT
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DIRECTOR :
HADI
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EXECUTIVE PRODUCER :
RITA EL HASHEM
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PRODUCTION DESIGNER :
CHARBEL AOUAD
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POST-PRODUCTION COMPANY :
STOKED, BEIRUT
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URL :
http://www.yousmile.me/keepwalkinglebanon/social/
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THE BRIEF :
OUR OBJECTIVE WASN’T ONLY TO REASSERT THE ICONIC JOHNNIE WALKER WHISKY AS A PRODUCE OF CHOICE, WE NEEDED TO REMIND THE LEBANESE TO KEEP WALKING DESPITE THE TROUBLED TIMES THEY FACED.
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THE STRATEGY :
WE LAUNCHED THE FILM DURING THE GRIM 8 O’CLOCK NEWS TELLING THE STORY OF A BURNING FLAME DEFYING A MENACING STORM AS AN ODE TO THE RESILIENT LEBANESE SPIRIT. WE HAD THEN SET UP A DIGITAL ECOSYSTEM, WITH THE BRAND’S FACEBOOK EQUITY AS THE MAIN PLATFORM TO GENERATE REAL TIME CONVERSATIONS, ALLOWING FOR CROWD SOURCED MESSAGES OF HOPE AND BELIEF IN THE COUNTRY THROUGH THE USAGE OF OUR #KEEPWALKINGLEBANON. WE THEN TRANSFORMED THE STRONGEST STATEMENTS INTO ART PIECES, REWARDING THE AUTHORS IN REAL TIME. NEW ART PIECES WERE DISPLAYED ON A DAILY BASIS IN DIFFERENT MEDIUMS ACROSS THE COUNTRY.
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THE EXECUTION :
THE CAMPAIGN STARTED WITH THE LAUNCH OF THE FILM DURING AN 8 O’CLOCK NEWS SESSION, TELLING THE STORY OF A BURNING FLAME DEFYING A MENACING STORM AS AN ODE TO THE RESILIENT LEBANESE SPIRIT. THE EMPHASIS THEN DRIFTED TO THE DIGITAL ECOSYSTEM USING THE BRAND’S FACEBOOK EQUITY AS THE PLATFORM TO GENERATE REAL CONVERSATIONS, ALLOWING FOR CROWD SOURCED MESSAGES OF HOPE AND BELIEF IN THE COUNTRY THROUGH THE USAGE OF OUR #KEEPWALKINGLEBANON. THE CONTENT AND CONVERSATIONS TRANSFORMED THE STATEMENTS INTO ART PIECES THAT WERE DISPLAYED ON ROTATING LEDS THROUGHOUT THE COUNTRY, AS WELL AS DAILY NEWSPAPERS AND MAGAZINES OVER A PERIOD OF ONE MONTH. THE CAMPAIGN ENDS ON THE COUNTRY’S MOST WATCHED AND RESPECTED SOCIO-POLITICAL TV TALK SHOW WITH A SELECTED GROUP OF LOCAL ACHIEVERS THAT SHARED THEIR VIEWS OF A BRIGHTER FUTURE FOR LEBANON.
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THE RESULT :
38,400,000 IMPRESSIONS 306,022 TOTAL VIDEO VIEWS $766,000 IN EARNED MEDIA OVER 2,500 USER MESSAGES OF HOPE. HUNDREDS TRANSFORMED INTO CAMPAIGN VISUALS USED ACROSS MEDIA. ON JANUARY 1ST, LEBANON’S MAIN TV TALK SHOW DEDICATED AN ENTIRE EPISODE TO THE BRAND, WITH ITS CONTENT ARTICULATED AROUND 5 CAMPAIGN VISUALS. 4 PUBLICATIONS DEDICATED THEIR EDITORIALS TO HOPE. IN A SATURATED MARKET (SOURCE AC NIELSEN): JW VALUE SHARE (NOV/DEC 2014), FROM LEADER POSITION, GREW BY 19.99% VS. LAST YEAR’S 2,2% GROWTH, +6.54 PPTS AHEAD OF CATEGORY BLACK LABEL: VALUE SHARE GREW 31%, 10PPT FASTER THAN CATEGORY RED LABEL VOLUME SHARE GREW BY 4%
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