Le Mall DM DONATE YOUR CLOTHES by J. Walter Thompson Beirut

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Industry Traffic safety
Media Direct marketing
Market Lebanon
Agency J. Walter Thompson Beirut
Released September 2009

Credits & Description

Category: Traffic & Brand Building
Product/Service: LE MALL
Agency: JWT
Date of First Appearance: Sep 7 2009 12:00AM
Entrant Company: JWT, Beirut, LEBANON
-: JWT-Beirut (JWT-Beirut)
Media placement: Outdoor - 3x4 Outdoors ( Group Plus ) - 07/09/2009
Media placement: Radio - Radioone - 08/09/2009
Media placement: Print Ads - Modanite / Femme Magazine - 07/09/2009
Media placement: Newspapers - Al-Balad - 07/09/2009
Media placement: Le Mall - Sin El Fil - On Site Branding - 07/09/2009

Describe the brief/objective of the direct campaign.
Celebrate the holy month of Ramadan. Lebanon is a country that suffers severely from sectarianism; Le Mall happens to be located in a Christian dominant area and to hold any religious celebrations might be sending the wrong message let alone categorising the brand.

Explain why the creative execution was relevant to the product or service.
To further enhance the unity of all sects we opted to use familiar homeless people present at major crossroads on the streets of Beirut. The Flower boy, the window cleaning girl, the old man that sold gum became the face of our campaign.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Replace, the widely used rather passive statement, “ Ramadan Kareem” (may this be a generous Ramadan) with a true initiative celebrating the essence of Ramadan. ( Without alienating people). We launched the Clothes Exchange Program. Before you buy the new clothes donate your old ones.

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.
The opinions polarised, some criticised the campaign for using homeless and others hailed it. Within two weeks, over one ton of used clothes were collected on in Le Mall. ( Which in turn, were given to five different esteemed charities in Lebanon who distributed them to the poor.)