Bonux - "Merry Balconies"

H&C Leo Burnett Beirut

H&C Leo Burnett Beirut Beirut, Libanon

Awards

6784

Marke: Bonux
Länder: Libanon

Werbende: Procter & Gamble

Titel	Merry Balconies
Agentur	H&C Leo Burnett Beirut
Kampagne	Merry Balconies
Werbende	Procter & Gamble
Marke	Bonux
Datum der ersten Ausstrahlung/Veröffentlichung	2015 / 12
Geschäftsbereich	Reinigungsprodukte & Waschmittel
Philosophie	The initiative was targeted to the less fortunate ladies living in a neighborhood of Beirut that is poorly lit and cannot afford to have decorations for Christmas. We went to their homes and directly distributed small Bonux branded bags each containing 12 illuminating pegs. This was reflected in a call to action mechanism where we invited the ladies to use those illuminating pegs to hang their laundry after which we filmed the transformation of the neighborhood and crafted a film out of it. Creative Execution The initiative was inline with Bonux’s equity and purpose. We help ladies make lemonade when life gives them lemons. With a prevalent balcony culture where they spend most of their days, we brought back the cheer with illuminating pegs that lit up their neighborhood. • We gave away small Bonux bags containing 12 illuminating pegs to ladies of an impoverished neighborhood in Beirut • The ladies used them to hang their laundry which colored their neighborhood and brought back the cheer for Christmas • We filmed the ladies’ reactions and neighborhood transformation and crafted an edit that was leveraged on our Facebook page
Ergebnis	Our ladies who are resourceful ladies seeking smart solutions in life were very appreciative of this smart idea. We were able to bring back the happy spirit to the neighborhood that we targeted and prove that simple things can bring joyful moments in life. Despite the limited budget put behind this initiative, be it in shoot, editing or media investment, the results were fantastic. We managed to: • Attain 800K views out of a potential audience of 500K • Generate 99.96% positive sentiment as almost everyone was expressing their enthusiasm and love for the idea which grew to even praising the product! • Generate 13x engagement rate compared to industry standards (11% versus 0.83%)
Medientyp	Case Study
Länge	52 seconds
Chief Creative Officer	Bechara Mouzannar
Regional Executive Creative Director	Malek Ghorayeb
Creative Director	Manal Nagi
Creative Director	Nabil Rashid
Art Director	Sari Al Assaad
Art Director	Charbel Abou Jreich
Regional Communication Director	Alex Simonian
Communication Executive	Elsa Azar
Communication Executive	Dalia Abi Mosleh
Texter	Lama Bawadi
Texter	Maria Eter
Agency Producer	Marleine Jaber
Art Director	Despina Memarogli
Art Director	Nayla Zahar