Brand Protection Group Promo, Case study FAKE IT ALL by H&C Leo Burnett Beirut

FAKE IT ALL

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Industry Public awareness, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Lebanon
Agency H&C Leo Burnett Beirut
Associate Creative Director Yasmina Baz - Tania Saleh
Creative Director Areej Mahmoud - Caroline Farra - Celine Khoury
Digital Creative Director Patrick Honein
Strategic Planner Dima Kfouri
Released March 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: BRAND PROTECTION GROUP
Product/Service: ANTI-COUNTERFEIT AWARENESS
Agency: LEO BURNETT BEIRUT
Date of First Appearance: Mar 7 2011
Entrant Company: LEO BURNETT BEIRUT, LEBANON
Chief Creative Officer: Bechara Mouzannar (Leo Burnett)
Deputy Managing Director: Nada Abi Saleh (Leo Burnett)
Creative Director: Areej Mahmoud (Leo Burnett)
Associate Creative Director: Tania Saleh (Leo Burnett)
Digital Creative Director: Patrick Honein (Leo Burnett)
Communication Manager: Sarah Sakr (Leo Burnett)
Senior Art Director: Nayla Baaklini (Leo Burnett)
Strategic Planner: Dima Kfouri (Leo Burnett)
Digital Planner: Michael Chaftari (Leo Burnett)
Arabic Copywriter: Grace Kassab (Leo Burnett)
Junior Communication Executive: Misbah Natour (Leo Burnett)
Media placement: Ambient - Spinneys Dbayeh - 7 March 2011
Media placement: TVC - LBCI - 9 March 2011
Media placement: Radio - Sevan - 9 March 2011
Media placement: OOH - Privilege - 11 March 2011
Media placement: Newspaper Stunt - Al Balad - 14 March 2011
Media placement: Mall Stunt - City Mall - 15 March 2011
Media placement: Digital Stunt - Facebook - 15 March 2011
Media placement: Radio - Stunt - Radio One - 15 March 2011
Media placement: TV - Stunt - LBCI - Kalam El Nas - 17 March 2011

Insights, Strategy & the Idea
After 15 years of Lebanese civil war and 20 years of instability, resulting in poorly controlled borders, it’s no surprise that counterfeit products are so widespread here.

Despite strict laws against it, counterfeit is still part of the culture - everywhere to be seen, yet barely noticed. Almost any brand has a fake equivalent in stores.

To substitute for an inefficient consumer protection office, Brand Protection Group (BPG) was born, a coalition of major corporations and distributors working to fight counterfeit.

Without pointing out actual brands being imitated, we were asked to create an awareness campaign on counterfeit and promote the call centre.

Using the fact that in Arabic the words Imitation / counterfeit/ and fake all mean the same thing, our idea stemmed from our reality: "The closest things to you can be fake".

Creative Execution
Leading up to International Counterfeit Day, we set up ambient in-store “fake” products and launched the TVC, radio spots, and outdoor billboards. We also sent out an imitation mob in the biggest mall in town to impersonate people. On the occasion of International Counterfeit Day, we carried out various other innovative stunts. The highest nationally circulated newspaper agreed to fake its front page logo as part of a joint experiment, in which people were asked to spot the difference and report it. The most popular Radio and TV show hosts had a fake presenter fill in for them on air during prime time. In Beirut’s biggest shopping mall, dozens of young people in branded t-shirts were released amongst shoppers to imitate their every gesture. On Facebook, we faked profiles of 250 major influencers who received a Facebook friend request from their personal imposter.

Results and Effectiveness
In a country of 4.5 million...
Across media, our awareness campaign reached 3,680,000.
Newspaper stunt reached 490,560 readers.
TV&Radio stunts reached 720,000 and created massive conversation on YouTube and major blogs.
Mall stunt seen by 27,000.
Facebook stunt reached 250 major influencers and subsequent coverage reached more than 40,000.

In total, our campaign reached 92% of the population and received free media coverage worth $375,000.
In a month’s time, the Call Centre witnessed 850% increase in number of callers.
It’s being used at University as a successful case study.
With this level of awareness, counterfeit can no longer go unnoticed.