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

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FAKE IT ALL

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Industry Public awareness, Public Safety, Health & Hygiene
Media Promo & PR
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 Broadcast in a Promotional Campaign
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 Beirut)
Deputy Managing Director: Nada Abi Saleh (Leo Burnett Beirut)
Creative Director: Areej Mahmoud (Leo Burnett Beirut)
Associate Creative Director: Tania Saleh (Leo Burnett Beirut)
Digital Creative Director: Patrick Honein (Leo Burnett Beirut)
Communication Manager: Sarah Sakr (Leo Burnett Beirut)
Senior Art Director: Nayla Baaklini (Leo Burnett Beirut)
Strategic Planner: Dima Kfouri (Leo Burnett Beirut)
Digital Planner: Michael Chaftari (Leo Burnett Beirut)
Arabic Copywriter: Grace Kassab (Leo Burnett Beirut)
Junior Communication Executive: Misbah Natour (Leo Burnett Beirut)
Media placement: Digital Stunt - Facebook - 14-16 March 2011

Describe the objective of the promotion.
After 15 years of Lebanese civil war resulting in poorly controlled borders, counterfeit products are so widespread here. They’re everywhere to be seen, yet barely noticed. Almost any brand has a fake equivalent in stores.
Our objective was to create an anti-counterfeit awareness campaign and promote the client’s call centre.
We wanted March 15, the International Counterfeit Day, to be the climax of our campaign, so we decided to carry out the biggest TV stunt in the history of the Middle East.

Describe how the promotion developed from concept to implementation.
We used International Counterfeit Day to get people to recognise the problem by exaggerating it. Using the fact that in Arabic the words imitation/ counterfeit/fake all mean the same thing, our idea stemmed from our reality: "The closest things to you can be fake".
To reach the country’s biggest TV viewership, we attacked the highest rated TV show ever, during prime time TV, illustrating our idea.
Marcel Ghanem, the iconic host of the most watched socio-political TV program on the nation’s leading station, willingly fell victim to our anti-counterfeit campaign.
Our fake host opened his show live on air.

Explain why the method of promotion was most relevant to the product or service.
We needed to reach the masses to spread awareness. With the iconic show host’s massive following, people were immediately intrigued by the new host opening the show. So when the message was revealed and the client discussed the dangers of counterfeit products, we certainly left a memorable impression.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In a country with a total of 4.5 million people, over 600,000 witnessed this stunt.
Though people couldn’t necessarily call into the programs, they did however pick up their phones to dial the BPG call centre and report spotted counterfeit products.
In a month’s time, the Call Centre witnessed an 850% increase in the number of callers.
Lebanon may not be free of fake products, but with this level of awareness, counterfeit can no longer go unnoticed.