DO THE FISH by Impact BBDO Beirut for Les Fils de Chafic Halwany

DO THE FISH

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Industry Seafood
Media Promo & PR, Case study
Market Lebanon
Agency Impact BBDO Beirut
Executive Creative Director Walid Kanaan
Creative Director Joe Abou Khaled
Copywriter Marie-Noelle De Chadarevian, Miriam Jbeily
Designer Julie Haydar
Released November 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: LES FILS DE CHAFIC HALWANY
Product/Service: SEAFOOD
Agency: IMPACT BBDO
Date of First Appearance: Nov 15 2010
Entrant Company: IMPACT BBDO, Beirut, LEBANON
Entry URL: http://www.facebook.com/dothefish
Executive Creative Director: Walid Kanaan (Impact BBDO)
Creative Director: Joe Abou Khaled (Impact BBDO)
Senior Art Director: Nay Abou Chahla (Impact BBDO)
Senior Copywriter: Karim Harfouche (Impact BBDO)
Copywriter: Marie-Noelle de Chadarevian (Impact BBDO)
Copywriter: Miriam Jbeily (Impact BBDO)
Head of Design: Davar Azarbeygui (Impact BBDO)
Designer: Julie Haydar (Impact BBDO)
Manager of Digital: Jocelyne Tawk (Impact BBDO)
Account Direcor: Hala Amiouni (Impact BBDO)
Account Executive: Bilal Khalifeh (Impact BBDO)
Managing Director: Chafic Halwany (Les Fils de Chafic Halwany)
Marketing Manager: Bilal Demashkieh (Les Fils de Chafic Halwany)
Media placement: TV Main Copy 30 Sec - LBC - 15 Novembre 2010
Media placement: BTL Full On Ground Activation - TSC - 15 Novembre 2010
Media placement: Website - Www.dothefish.com - 20 Novembre 2010
Media placement: Facebook - Http://www.facebook.com/dothefish - 23 November 2010
Media placement: TV Bumpers - LBC - 23 November 2010
Media placement: Outdoor 4x3 - GROUP PLUS - 25 November 2010
Media placement: Magazine - 24:30 - 15 December
Insights, Strategy & the Idea
Even comedy shows on local television adopted the concept!
SIBLOU, a leader in the seafood retail category, is a diversified product range that provides the market with quality products and services tailored to every customer’s needs.
Our main objective was to increase the consumption of seafood, by creating a craving mainly among all those who rarely eat fish.
In order to do so, we introduced a striking visual language: the fish face.
Creative Execution
We launched a multi media campaign that started off with a TVC followed by outdoors, POSM, supermarket branding, stickers, flyers, danglers and TV bumpers.
The ATL operation sent the viewers to the micro site www.dothefish.com where they were encouraged to enter a competition for a chance to win valuable prizes.
In the microsite, they were able to upload movies or pictures of them doing the fish, rate entries and engage fully with the campaign.
A Facebook operation was launched, uniting the new community. A new smiley illustrating the fish face was even created.
Ever since the beginning, people of different ages and backgrounds were seen doing the fish as a sign of their craving, becoming themselves the bearers of the campaign message and ambassadors of the brand.
Results and Effectiveness
We maximized visibility and awareness, and were able to set the trend!
The interactivity of the campaign boosted the sales, and generated a massive buzz with more than 14,000 visits to the website, hundreds of people from different ages and backgrounds entering the competition, more than 25,000 page views and more than 1,500 likes on Facebook!