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Instabag

October 2014
Instabag
Description

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.

Instabag

October 2014
Description

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.

Work details
work
Client
DepechemodeProduct: Depechemode
place
Location
Beirut
business
Industry of the client
Banking & Financials
settings
Service provided
Advertising
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Vodka mix brands in Lebanon are all fighting around the same international image of partying.

But for Buzz, the local rebel brand, we wanted to create a campaign that was genuinely Lebanese and down-to-earth. 

 

If there is anything that Lebanon is known for, it's having a good time no matter what. So we translated this national spirit into "keep the mood on fire".

 

We took regular guys and put 'em in typical situations that threaten the good mood, using the simple wrong/wrong/right format as a guide on how to keep the mood on fire.

 

Then on Facebook, we invited people to propose their own answer to complete a fictional new ad.

 

The person whose answer was most on fire with comments, shares and votes got a chance to win a trip with 4 friends to Aya Napa, and to act in one of the new ads.

 

We then released these two new ads as sequels.

After only one week on-air, the ads reached over 26,000 views online alone. Viewing figures reached levels never seen before in a market like Lebanon. We knew we had a good thing on our hands, but we're not prepared for what was to come. 

 

 

The expressions quickly spread in day-to-day speak on the streets and online, turning the campaign and the brand into something of a CULT.

 

The people broadcast these expressions absolutely everywhere… in places we never imagined… 

 

On FB statuses, groups

On special occasions

And of course politics.

On parties

On remixes

interventions on menus

On famous TV shows

The format of the ads was even reworked into chat talk

and user content

 

The people effectively became the loudest medium of the whole campaign.

 

In just 3 months, the Buzz language became so common that it even was too much for some. 

This didn't bother the actors who benefited from unrivalled stardom.

 

 

The brand of course, reached new levels of fame as well. With sales increasing by 84% over the period of the campaign.

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BPN Beirut, based at محافظة بيروت, Lebanon has been asked to develop WAR-TORN WALLS for their brand MINSITRY OF SOCIAL AFFAIRSProduct: NO TO VIOLENCE AGAINST CHILDREN in 2012. This campaign is known in the marketing & communication market for Commercials Archive, Case study, Public awareness, Against violence, SPECIAL BUILD, MINSITRY OF SOCIAL AFFAIRS Adverts.

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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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