Les Affichages Pikasso DM WIN THE YELLOW by H&C Leo Burnett Beirut

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Industry Department Stores & Shopping Malls
Media Direct marketing
Market Lebanon
Agency H&C Leo Burnett Beirut
Associate Creative Director Wissam Matar
Art Director Joumana Ibrahim
Released February 2010

Credits & Description

Category: Product Launches
Product/Service: PIKASSO
Date of First Appearance: Mar 1 2010
Chief Creative Officer: Bechara Mouzannar (Leo Burnett)
Communication Manager: Mounir Camel-Toueg (Leo Burnett)
Associate Creative Director: Wissam Matar (Leo Burnett)
Art Director: Joumana Ibrahim (Leo Burnett)
Regional Communication Director: Carol Hanna (Leo Burnett)
Media placement: Outdoor - 4x3, 14x3 Unipole, Pikasso Network - 1st March 2010
Media placement: Indoor Mall - 2m2 LED, Scrollers, 4x3 Parking Lot Panels, All On The Pikasso Mall Network - 1st March 2010
Media placement: Digital - Www.wintheyellow.com - 1st March - 20th March, 2010
Media placement: Flyers & Posters - Universities, Bars, And Cafes - 1st March - 5th March, 2010
Media placement: Booths - In The Mall - 1st March 2010

Describe the brief/objective of the direct campaign.
To develop a press ad to announce the launch of the mall network of Pikasso to advertisers.
The Objective:
To get advertisers to take notice of the Mall network and book space on the network.
The Process:
We created a simple photographic competition, where all you had to do to was shoot any yellow object inside city mall.
The Target:
People with the ability to take a picture, no matter what tool they used.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed outdoor visuals to convey the competition, as well as inside the mall.
This synergy allowed us to funnel a much larger audience to CityMall.
In CityMall, we showed a reel on LCD panels, and interactive maps. We also gave people a helping hand by putting some yellow all around.
The microsite was developed to have amateur photographers submit their entries, and a facebook page was created as well. We also had a helpful team at Yellow Booths ready to help and distributed information flyers.
People were also getting information from posters that were up in Cafes and Universities.

Explain why the creative execution was relevant to the product or service.
The on site promotional strategy was simple: offer a unique high value prize and convey the competition through targeted distribution of flyers amongst all shoppers.
However considering all shoppers were already aware and had the brand top of mind due to simultaneous messaging through in mall advertising networks, they quickly identified with the well attired and well informed hostess staff on site at all Yellow booths. The fact that well positioned yellow objects were peppered around the mall, helped the hostesses connect and help participants to get the best yellow shot.

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 result was surprising and surpassed all expectations.
Over 22000 people visited the microsite in 9 days.
Over 2000 pictures were submitted and judged by a panel of the best professional photographers.
The network was sold out for the rest of the year.
Pikasso has since opened two more mall networks, with more on the way.