LBCI Digital, Viral LBCI DRAMA CAMPAIGN - WARD EL KHA by Impact BBDO Beirut

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LBCI DRAMA CAMPAIGN - WARD EL KHA

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile, Viral
Market Lebanon
Agency Impact BBDO Beirut
Released February 2013

Awards

Dubai Lynx 2013
Interactive VIRAL AND EMAIL MARKETING BRONZE

Credits & Description

Case Film URL:
Viral Video URL:
Client LBCI & LBCI DRAMA
Product LBCI DRAMA
Entrant IMPACT BBDO Beirut, LEBANON
Type of Entry: Interactive: Digital Tools
Category: VIRAL AND EMAIL MARKETING
Title: LBCI DRAMA CAMPAIGN - WARD EL KHAL
Product/Service: LBCI DRAMA
Entrant Company : IMPACT BBDO Beirut, LEBANON
Advertising Agency : IMPACT BBDO Beirut, LEBANON
Name Company Position
Lbci Promotion Department Lbci Lbci Promotion Department
Walid Kanaan Impact Bbdo Regional Executive Creative Director
Omar Sadek Impact Bbdo Manager - Content Developemnt
Digital Department Lbci Digital
Lbci Promotion Department Lbci Copywriter
Chris Jabre Impact Bbdo Copywriter
Tv Campaign/Revelaer Lbci Lbci Promotion Department
Brief Explanation:
LBCI needed an ultimate comeback to harness maximum awareness despite competitive obstacles; In the midst of this "dramatic" turn of events, LBCI had to find a way to overcome the competitive obstacle. On July 20, 2012, a premeditated amateur video was anonymously published online. It featured one of the most popular Lebanese stars in a scandalous cat fight. 6 days later, and to the surprise of all, LBCI announced it would unveil the truth behind the viral fight. The star who never answered any query during the dramatic week revealed the truth on the main news bulletin; the birth of LBCI Drama.