MTV Fallmethode REVIVE CULTURE Impact BBDO Beirut

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REVIVE CULTURE

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Branche TV- und Radioprogramme und -sender
Medien Fallmethode
Markt Libanon
Agentur Impact BBDO Beirut
Veröffentlicht Oktober 2014

Belohnungen

Cristal Festival, 2015
Brand Culture Best Content Grand Cristal
Brand Culture Best Content Cristal (Gold)

Kredite und Beschreibung

Visit Site http://www.facebook.com/sa2afetna
CLIENT MTV
PRODUCT MTV
ENTRANT IMPACT BBDO BEIRUT, LEBANON
TYPE OF ENTRY INTERACTIVE: WEB CAMPAIGNS
CATEGORY CONSUMER SERVICES
TITLE REVIVE CULTURE
PRODUCT/SERVICE MTV
ENTRANT COMPANY : IMPACT BBDO BEIRUT, LEBANON
ADVERTISING AGENCY : IMPACT BBDO BEIRUT, LEBANON
PRODUCTION COMPANY : THE TALKIES BEIRUT, LEBANON
WALID KANAAN IMPACT BBDO CHIEF CREATIVE OFFICER
ALI ZEIN IMPACT BBDO CREATIVE DIRECTOR
SHARBEL JREISH IMPACT BBDO ART DIRECTOR
CHRIS JABRE IMPACT BBDO SENIOR CREATIVE COPYWIRTER
GEORGES KYRILLOS IMPACT BBDO SENIOR ART DIRECTOR
NASSIF ABOUALAOULA IMPACT BBDO DIGITAL ACCOUNT DIRECTOR
SARAH ABDELNOUR IMPACT BBDO ACCOUNT EXECUTIVE
KARIM DIAB IMPACT BBDO GENERAL MANAGER
NADINE JABBOUR IMPACT BBDO COPYWRITER
RAWAD KEYROUZ IMPACT BBDO TV PRODUCER
RAMI SADER BIZAROOB CO/FOUNDER DESIGNER
CHARBEL AZZI BIZAROOB DEVELOPER
RIBAL NASR BIZAROOB DEVELOPER
Links
Case Film URL http://youtu.be/BHEtW9cPoQ0
| Social Media URL http://www.facebook.com/sa2afetna
| Entry URL https://www.youtube.com/watch?v=SdWr7FNbZn4
Creative Execution:
The campaign started with the video stunt that turned into an instant viral sensation, based on previous online incidents and to prove our point. Then came the wake-up call when the actress revealed the purpose of her make over. Simultaneously, the cultural facebook page was launched on Prime Time TV driving users to share and debate real cultural content. The wake-up call was endorsed by 2 TVCs and a nationwide OOH campaign. Online, fake banners with scandalous stories redirected users the cultural page the moment they clicked on the banner.
The video clip was viewed 1,292,000 times in 199 countries to date. It triggered a national debate, covered by all TV stations and spurred by millions of online users. The hashtag of the prime time TV talk show trended on the night of the reveal, an unprecedented event that proved that all eyes were on the so-called actress, and they consequently unanimously assisted to the reveal and the facebook page launch. 
The campaign earned 3.2 Million dollars in free media with thousands of users liking the page that reached 20K likes within a week.
Produced in half a day, “I Love Bananas” by Zeezee M was uploaded online and became the most viewed YouTube video in the history of Lebanon in less than a week, with an average of 10,000 views per hour. When the actress revealed the nature of the premeditated stunt on prime time national TV, she proved to the nation that degrading online content was getting more visibility than true culture. Simultaneously, Sa2afetna was launched, a cultural Facebook page providing users with relevant cultural content that is truly worth sharing and debating. The wake-up call was endorsed by 2 TVCs and a nationwide OOH campaign. Online, fake scandalous banners redirected users to our cultural page. With thousands of Lebanese joining the page and sharing its rich content, a cultural movement was born.