#MySoundCounts
SMIRNOFF – DIAGEO LEBANON
Issue 50 | March 2019
Agency
Leo Burnett Beirut
Creative Team
Chief Creative Officer: Bechara Mouzannar Regional Executive Creative Director: Malek Ghorayeb Senior Art Director: Noura Assaf Copywriter: Andrew Assi
Production Team
Black Rhino
Other Credits
Managing Director: Nada Abi Saleh Account, Creative Director: Diego De Aristegui Managing Director PR: Jo Chemali Communication Executive: Gaelle Feghali Community Manager: Mahmoud Jaber PR Executive: Yara Basbous MSL Beirut SPARK FOUNDRY BEIRUT
Date
April – December 2018
Background
Due to an almost decade-long silence in terms of communication, the brand suffered from a complete disconnect amongst the Lebanese millennials. A generation skeptical of the models of previous generations, known to resist traditional/outdated one-way advertisement. A generation who desires to be heard above all else. They have high awareness of the world around them, they are expressive, active, and are mobile first. The challenge to connect with this audience that had never really heard about the brand. More importantly the task was to launch a platform whereby the alternative millennials, who suffer from the repression of conservative mainstream thinking, can foster a more inclusive environment for their generation as well as others. The total budget was $ 140K, which is restrictive for a brand re-launch. In order to optimize reach and connectivity the idea was to turn to music as a tool for expression.
Idea
The idea was to create the first ever electronic dance track exclusively made of the people for the people. A track whereby the composition is solely made with the sounds and voices of the Lebanese youth partying/socializing at night (the only time whereby they can express their differences freely and openly).
Results
Results post campaign: • 12.4M video views on Social (Initial KPI was 1.5M video views) • Post Reach on Social of 600K (Initial KPI was 429k) • 75K post engagement including likes, comments, shares & clicks • 100K+ song streams • Instrumental version of the song made it to the charts as #1 in the top electronic during and after the campaign ended. • Spontaneous awareness at 20%. +11ppt from last year (highest growth amongst all vodkas)3 • Total awareness at 64%. + 6 ppt from last year while all other vodkas grew by less than 5 ppt.3 • Trial at 44%. + 15 ppt from last year. All other vodkas were in decline.3 • Below you can find the real depletions which are based on Fiscal year: F18 Vs F17 YTD à July-Aug 2018 Vs July Aug 2017: - Total Off trade channel: Smirnoff Red +21% - Total On trade channel: Smirnoff Red +6%