ROSES FROM THE SKY by H&C Leo Burnett Beirut for Lebanese Army

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ROSES FROM THE SKY

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Industry Shows, Events & Festivals
Media Direct marketing
Market Lebanon
Agency H&C Leo Burnett Beirut
Regional Executive Creative Director Malek Ghorayeb
Associate Creative Director Rana Najjar
Creative Director Mohamed Oudaha
Released October 2010

Awards

Dubai Lynx 2011
Promo & Activation Corporate Image & Information Silver
Direct Product/Service Corporate Image & Information Silver

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: LEBANESE ARMY
Product/Service: INDEPENDENCE DAY CELEBRATION
Agency: LEO BURNETT BEIRUT
Date of First Appearance: Nov 22 2010
Entrant Company: LEO BURNETT BEIRUT, LEBANON
Chief Creative Officer: Bechara Mouzannar (Leo Burnett)
Managing Director: Kamal Dimachkie (Leo Burnett)
Regional Executive Creative Director: Malek Ghorayeb (Leo Burnett)
Creative Director: Mohamed Oudaha (Leo Burnett)
Senior Copywriter: Nabil Rashid (Leo Burnett)
General Manager: Wilson Issa (Starcom)
Deputy Managing Director: Nada Abi Saleh (Leo Burnett)
Public Relations General Manager: Jo Chemali (Leo Burnett)
Director People and Culture: Carol Hanna (Leo Burnett)
Creative Services Director: Johnny Zakka (Leo Burnett)
Associate Creative Director: Rana Najjar (Leo Burnett)
Senior Art Director: Rafael Rizuto (Leo Burnett)
Senior Art Director: Dima Kronfol (Leo Burnett)
Public Relations Communication Manager: Mounir Camel-Toueg (Leo Burnett)
Production Manager: Alfredo Aguilar (Leo Burnett)
English Copywriter: Salem Habbous (Leo Burnett)
Junior Communication Executive: Michel Haddad (Leo Burnett)
Finalizer: Mohammad Ibrahim (Leo Burnett)
Media placement: Outdoor - The Open Sky Of Beirut - November 22, 2010
Media placement: DM - Sent To 128 Members Of Parliament - November 22, 2010
Media placement: Newspapers - Al Khaleej Times, Al Mustaqbal, An Nahar, Al Sharq, Al Balad, L’Orient Le Jour - November 24, 2010
Media placement: Magazines - Arab Ad, Hebdo Magazine, Campaign ME - December 2010
Media placement: Magazines - Executive, Mondanité, Elle Orientale - January 2011
Media placement: TV Stations - Future TV, New TV, MTV - November 2010
Media placement: Blog - Thisisbeirut.wordpress.com, Plus961.com - November 2010
Media placement: Blog - Bloggingbeirut.com - November 23, 2010
Media placement: Int’l Media - AFP, Wall Street Journal - 23 November 2010
Media placement: Website - Nowlebanon.com, Imageform.com - November 2010
Describe the brief/objective of the direct campaign.
2010 was a difficult year for Lebanon. The threat of armed militias taking over the country was imminent, but a force that was dormant for years emerged to maintain security: the Lebanese Army.
Gaining the admiration of the people, the Lebanese Army wanted to assure them that no matter the political climate they would truly guard the nation come what may. The Army wanted to go beyond the normal Independence Day celebrations, and provide a special giveaway to the Lebanese population.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Utilizing a non-traditional media approach, we wanted to reach the Lebanese population with a medium that was available to everyone and would be disruptive.
So on Independence Day, Nov. 22, helicopters flew over the city of Beirut, parachuting thousands upon thousands of roses across the busy walkways of Beirut. On these roses was a simple message: Today we celebrate what brings us together. Happy Independence Day.
Explain why the creative execution was relevant to the product or service.
We wanted the military to directly engage the people in an unconventional and very gentle manner. Using military machines we succeeded in sending messages of a positive future to the people and provided them with a cherished giveaway.
As the helicopters flew back and forth over the streets of Beirut, the close interaction prompted soldiers to wave to the people below, and as people clapped and waved back, an immediate bond was created.
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.
As hundreds of fingers pointed to the sky, people of all ages chased after the parachutes and started collecting the roses as souvenirs.
The following media results were obtained:
• PR exposure: Over $250,000 in PR value
• Newspaper & Magazine Reach: Over 1,000,000 Readers
• TV Reach: 400,000 Viewers …in only 2 days
• Online Reach: 200,000 viewers within the first week
• Total media budget? $0
As a special thank you for the campaign, we also received a letter of praise from His Excellency, Mr. Michel Suleiman, the president of the republic of Lebanon.