VALENTINE’S -MAKE A MOVE by H&C Leo Burnett Beirut for Exotica

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VALENTINE’S -MAKE A MOVE

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Industry Retail, Distribution & Rental companies
Media Direct marketing
Market Lebanon
Agency H&C Leo Burnett Beirut
Executive Creative Director Bechara Mouzannar
Creative Director Wissam Matar, Ghida Younes
Art Director Yasmina Baz - Natasha Maasri - Reem Kotob - Krystel Hoche - Manal Naji - Joumana Ibrahim, Caroline Farra
Copywriter Fatima Merhi, Rana Najjar - Rana Khoury
Released February 2010

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: EXOTICA
Product/Service: FLOWER SHOP
Agency: LEO BURNETT BEIRUT
Date of First Appearance: Feb 3 2010 12:00AM
Entrant Company: LEO BURNETT BEIRUT, LEBANON
Executive Creative Director: Bechara Mouzannar (Leo Burnett Beirut)
Creative Director: Ghida Younes (Leo Burnett Beirut)
Creative Director: Wissam Matar (Leo Burnett Beirut)
Art Director: Natasha Maasri (Leo Burnett Beirut)
Art Director: Caroline Farra (Leo Burnett Beirut)
Copywriter: Rana Khoury (Leo Burnett Beirut)
Copywriter: Fatima Merhi (Leo Burnett Beirut)
Digital Planner: Michael Chaftari (Leo Burnett Beirut)
Planner: Dima Kfouri (Leo Burnett Beirut)
Communication Executive: Mounir Camel-Toueg (Leo Burnett Beirut)
Regional Communication Director: Carol Isabella Hanna (Leo Burnett Beirut)
Media placement: Direct Flower Distributions - Down Town Beirut - Gemmayzeh - February 3rd, 2010

Describe the brief/objective of the direct campaign.
To distribute the product and have the brand interact with a new segment of the market. The target audience of the direct campaign was all young single ladies in Beirut.

Explain why the creative execution was relevant to the product or service.
The method of promotion spoke directly to the target audience by having the high end product of Exotica’s flowers distributed in the streets of popular pubbing districts, cinemas and retail shopping areas. This allowed the brand to make direct contact with a younger segment that are not part of their regular clientele yet is very aware of the brand. The distribution was the beginning of a whole mechanism for the ladies to get a jump on finding their man, and making sure they have a date on Valentine’s.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Around 10,000 roses were distributed to single ladies, every night during one week in the trendiest district. A girl could tell her future beau how she feels about him by giving him a rose of a certain colour with a special meaning. He could then decode its colour by checking the flower code on our website, and if successfully hooked, send her a bouquet of roses on Valentine’s in return. Flowers were thus given a higher purpose, becoming a form of communication, and a tool in the hand of every single lady.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Our flower sales increased 21% more than last year’s Valentine figures. We were contacted by leading press publications and TV stations, resulting in free PR coverage. A social media expert blogged about the campaign as a successful case study. Engagement was high with 50 comments and 500 twitter and facebook mentions per day, the week preceding Valentine’s. We received countless thanks from recently hooked up couples.