605 CONCEPT SPACENovember 2014
Industry of the clientClothing & Accessories
Works made by other agencies
Check the latest works made by other agencies
HEINEKEN - LIGHT UP CHRISTMASNovember 2014
HEINEKEN - LIGHT UP CHRISTMAS
The campaign HEINEKEN - LIGHT UP CHRISTMAS is a HeinekenProduct: Heineken Beer advert, born from the union between BPN Beirut (based at محافظة بيروت, Lebanon) and Heineken N.V. in 2011. This customer case is known in the marketing & communication market for Commercials Archive, Beers and Ciders, Outdoor, Heineken Adverts.
BPN Beirut, based at محافظة بيروت, Lebanon has been asked to develop Instabag for their brand DepechemodeProduct: Depechemode in 2012. This customer case is known in the marketing & communication market for Commercials Archive, Design, Branding, Corporate Image, Depechemode Adverts.
Beirut Beer Case Study FilmDecember 2016
Beirut Beer Case Study Film
The Lebanese beer industry has been monopolized for the past 80 years by one brand, Almaza. To position the new Beirut Beer as a “serious player”, we needed to address Almaza with a direct message, without attacking the beloved brand.
So, we encouraged people to ‘TRY SOMETHING NEW’, by literally using an old Lebanese-saying, expressed when bored with life’s routines: “Does it have to be Mjadra every day?” Mjdara being an old traditional dish commonly consumed in Lebanon.
When launched, the film received immediate response, getting people on social media discussing and analyzing the “Mjadra” comparison, with “Mjadra” becoming Almaza’s nickname and referral.
A massive offline and online campaign followed, encouraging people to break from their everyday habits and try something new.
Beirut Beer sales increased 145% over the period of the campaign, and now stands at 18% in the total beer market. But most importantly, Beirut Beer gained nationwide recognition.
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