THE HIJACK by H&C Leo Burnett Beirut for Alfa

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THE HIJACK

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Lebanon
Agency H&C Leo Burnett Beirut
Creative Director Ghida Younes
Art Director Nayla Baaklini, Wissam Matar, Yasmina Baz - Tania Saleh
Copywriter Rana Najjar, Rana Najjar - Rana Khoury
Released February 2010

Credits & Description

Category: Best Use of Radio
Advertiser: ALFA (MANAGED BY ORASCOM)
Product/Service: TELECOMMUNICATIONS PROVIDER
Agency: LEO BURNETT BEIRUT
Date of First Appearance: Feb 19 2010 12:00AM
Entrant Company: LEO BURNETT BEIRUT, LEBANON
Chief Creative Officer: Farid Chehab (Leo Burnett Beirut)
Executive Creative Director/Creative Director: Bechara Mouzannar (Leo Burnett Beirut)
Creative Director: Ghida Younes (Leo Burnett Beirut)
Copywriter: Rana Najjar (Leo Burnett Beirut)
Copywriter: Rana Khoury (Leo Burnett Beirut)
Art Director: Tania Saleh (Leo Burnett Beirut)
Art Director: Wissam Matar (Leo Burnett Beirut)
Art Director: Nayla Baaklini (Leo Burnett Beirut)
Digital Planner: Michael Chaftari (Leo Burnett Beirut)
Deputy Managing Director: Nada Abi Saleh (Leo Burnett Beirut)
Media Manager: Tarek Hourany (Leo Burnett Beirut)
Communication Supervisor: Peter Mouracade (Leo Burnett Beirut)
Communication Manager: Fatima Merhe (Leo Burnett Beirut)
Media placement: Radio - Radio One - 19/02/2010 @ 9:40 AM
Media placement: Radio - Sawt El Mada - 19/02/2010 @ 9:30 AM
Media placement: Radio - Sawt El Ghad - 19/02/2010 @ 7:15 AM
Media placement: Radio - NRJ - 19/02/2010 @ 6:30 PM
Media placement: Radio - Nostalgie - 19/02/2010 @ 8:30 AM
Media placement: Radio - RLL - 19/02/2010 @ 9:10 AM

Results and Effectiveness
218,000 heard it live on the radio Bloggers heard it live and tracked it on blogs. 412,000 shared it online. It created a great buzz that generated free media coverage. It made it to the front page of leading local newspapers. 658,000 read about it in the press. In a country with a population of 4 million: 1,288,000 heard, read or shared the story of the stunt (Xplan Stat Ipsos) The campaign was valued at: $120,000, the actual cost: $0 2 weeks after the campaign: Additional “Ehkineh” transaction is 14% Distinct additional users 12.3% Variation of Distinct users added by almost 20%

Creative Execution
We opted for guerrilla communication choosing to interrupt 6 primetime programmes on 6 main radio stations on the same day. It all happened live, where each time a different character would interrupt a presenter to convey a message to someone simply because he had no more credits on his phone to call him. The stunt immediately got people to talk and became a hit on the net through bloggers on Twitter, Facebook and other social media, as word of mouth spread the message to a much bigger audience. Plus961.com, one of Lebanon’s most popular blogs picked up on the story early on in the morning, and the twiterrati kept the idea alive throughout the day, sparking laughter and discussions. It also got its share in major local newspapers in Lebanon. The initial response was overwhelmingly positive, and impromptu interruptions have been reported in various places.

Insights, Strategy & the Idea
The Brief: Our client “Alfa” a leading telecom provider in Lebanon wanted to create a buzz around a recently launched service “Ehkineh” in English “Call me”. True to its name, this service allows the users to send “Please call me back” messages for free, whenever they are out of credit. The Insight: Imagine how far you are ready to go when you have a message to convey and find your phone completely out of credit. The Target: The main users of the pre-paid lines who will benefit from this service are the youth. They already perceive the brand as being vivid, young and risk-taking. Since both client and the target (youth) like risk-taking, we opted for guerrilla communication through a unique approach that was never done in Lebanon or the region.