Leo Burnett Promo, Case study A BET FOR A NATIONAL CONSCIENCE by H&C Leo Burnett Beirut

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A BET FOR A NATIONAL CONSCIENCE

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Lebanon
Agency H&C Leo Burnett Beirut
Creative Director Areej Mahmoud - Caroline Farra - Celine Khoury
Copywriter Farid Chehab
Released December 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: LEO BURNETT BEIRUT
Product/Service: CORPORATE SOCIAL RESPONSABILITY
Agency: LEO BURNETT BEIRUT
Chief Creative Director/Executive Creative Director: Farid Chehab (Leo Burnett Beirut)
Chief Creative Officer: Bechara Mouzannar (Leo Burnett Beirut)
Creative Director: Areej Mahmoud (Leo Burnett Beirut)
Copywriter: Farid Chehab (Leo Burnett Beirut)
Account Director: Nada Abi Saleh (Leo Burnett Beirut)
Senior Art Director: Charbel Sawane (Leo Burnett Beirut)
Digital Director: Nancy Karam (Leo Burnett Beirut)
Public Relations General Manager Levant: Jo Chemali (Leo Burnett Beirut)
Public Relations Senior Communication Executive: Karen Jreissati (Leo Burnett Beirut)
Public Relations Senior Communication Executive: Hala Akiki (Leo Burnett Beirut)
Media placement: E-Book - Online - May 10, 2011
Media placement: Printed Book - Lebanese Library & bookshopt, Salon du Livre Francophone, - December 2011
Media placement: Outdoor - Greatest Beirut - December 2011
Media placement: TV Interviews - OTV, MTV - Sept/Oct/Nov/Dec 11 - Feb12
Media placement: Radio Interviews - Sawt El Mada/Radio Strike/ Radio Liban/Monocle 24 - Jan/Feb 2012
Media placement: Press Conferences - Several Lebanese Universities, Salon Du Livre Francophone, Exposition Du Livre Arabe, - Dec 2011/Jan-Feb-Mar-Apr2012
Media placement: Newspapers - An Nahar, Safir, Diyar, L'Orient Le Jour - Dec 2011/Jan-Feb-Mar-Apr2012
Media placement: Magazines - Jouzour Loubnan, Layalina, Arab Ad, Executive, Hebdo Magazine, Iktissad Wa Aamal, Beyond Mag - Dec 2011/Jan-Feb-Mar-Apr2012

Summary of the Campaign
Lebanon is plagued by continuous political unrest that jeopardises its future. The Lebanese population lost faith in their politicians and can’t seem to find any common national objective to rally around.

By applying its humankind philosophy (change the way people think, feel and behave), Leo Burnett initiated a CSR campaign to trigger National Conscience. The campaign started with the development of a book, written by Leo Burnett Mena Chairman, Farid Chehab, 'A Bet For A National Conscience', promoting federative economy.

The book was posted online, with the option for readers to input their opinion. A few months later, the book was printed in Arabic, French and English and was launched in the 2 most important book fairs in Lebanon.

The success was immediate, with 8m online hits and US$2.2m in free PR coverage across all media. Even billboards were granted for free to support this National Cause. In few weeks the book sold 1,000 copies and became the subject of university students’ discussion forums and economical workshops.

Finally, the cause lead to the creation of the first civic economic hub in the history of the Nation with the objective of activating the 5-year water plan as a first project.

The Situation
In Lebanon, the political unrest is such that there is no political solution in view for the foreseeable future. The only way out is economy, but economy can be politicised. Leo Burnett saw the opportunity in proposing a new kind of economy, one that is federative. Water can be its best example. This was the drive for Leo Burnett to initiate a national CSR campaign and promote it for all Lebanese. And to make it accessible and interesting, Leo Burnett went the extra mile by writing a book for that cause.

The Goal
Lebanon is known for its entrepreneurial spirit and very successful global, regional and local businessmen. Due to continuous corruption in governments and political unrest, these businessmen were never or only slightly interested in helping the nation to grow. The idea was to arouse their interest and rally them around a bold economic proposition through a civic influence group that could make a difference through influence.

The Strategy
Insights, Strategy and the Idea:
Lebanon is plagued by continuous political unrest that jeopardises its future. The Lebanese population lost faith in their politicians and can’t seem to find any common national objective to rally around.

The idea is to help creating national conscience in Lebanon through federative economy.

Leo Burnett’s objective is to promote a 5-year water plan as a first federative project and the creation of a civic and apolitical group of influence to support it through generated public opinion.

The campaign came in the form of an interactive book site that allows free access to a 3 languages interactive book written by LB MENA chairman Farid Chehab, 'A Bet for a National Conscience'.

The book offered the possibility to input on each page, and evolved accordingly. maximising citizens’ participation.

A final printed version of the book followed, also in 3 languages. It includes citizens’ suggestions generated by the e-book version.

Execution
Creative Execution
The innovative media solution was the creation of probably the first truly INTERACTIVE BOOK in the world.
Readers could enter each page and comment/propose their suggestions. The book would take in consideration their POV and EVOLVE the content accordingly. The result was CONTENT that felt to be OWNED by citizens. To maximize this participatory effect, the most constructive suggestions of readers were INCLUDED at the end of each printed version.
The main channel was obviously the book site; it was supported by a Facebook page and a twitter link. The campaign relied then heavily on editorial coverage generated by the book hype. The author was the host of most of Lebanese talk shows and continuously present in all influent media.
The book was also supported by punctual campaigns inviting readers to enter the site or to participate to the 2 launch events. The latter went on outdoor and daily newspapers.

Documented Results

The success is immediate; the site gets 8m hits and the book more than $2.2m in free media coverage.

The objective was fully reached, as only 9 months after the e-launch, a group of influence, Civic Influence Hub (CIH), was created by 35 of the most powerful Lebanese businessmen. CIH raised on its first session US$2m to fund its activities.

The e-book was read on-line by more than 10,000 people across 318,510 interactive sessions. The site received 7,856,791.00 hits until march 2012.

In libraries, more than 2,000 copies were sold until March 2012.

Chehab is now invited to conferences, talk shows and universities to develop the ideas of the book.

Finally, the success of the book led to the launch on April 25, 2012 of a parallel governmental project for water, indicating a strong correlation with the public hype, CIH creation and demand generated by the book.