Winners & Shortlists - 2011 - Media

Advertiser	DIAGEO
Product	JOHNNIE WALKER
Entrant	LEO BURNETT BEIRUT, LEBANON
Type of Entry:	Media: Integrated Media
Category:	Integrated Media Campaign
Title:	KEEP WALKING LEBANON
Advertiser/Client:	DIAGEO
Product/Service:	JOHNNIE WALKER
Entrant Company:	LEO BURNETT BEIRUT, LEBANON
Advertising Agency:	LEO BURNETT BEIRUT, LEBANON
Media Agency:	STARCOM MEDIAVEST GROUP Beirut, LEBANON
Creative Credits

Name	Company	Position
Bechara Mouzannar	Leo Burnett Beirut	CCO
Areej Mahmoud	Leo Burnett Beirut	Executive Creative Director
Amir Antoun	Starcom MediaVest	Senior Planner
Peter Mouracade	Leo Burnett Beirut	Account Director
Hisham Kekhia	Leo Burnett Beirut	Account Manager

Results and Effectiveness:

Because of high visibility across the different channels and the high level of engagement on the microsite, the campaign resulted in an increase in sales of 34% Johnnie Walker Black Label, and an increase of 14% for Johnnie Walker products in general compared to the same time frame in the previous year. Feedback on the campaign was very positive, with reports coming in that consumers appreciated the essence of the campaign and enjoyed interacting with the microsite, making hundreds of submissions. With over 3,000 visitors making submissions onto the site, the campaign managed to not only attract but engage their audience through an inspiring story of progress.

Creative Execution:

The solution was to reveal the campaign and all the different channels simultaneously to achieve wide exposure and leverage brand recognition. A call to action with a website address on the TVC, video podcasts, outdoor, online banners, and print channels directed all viewers to the microsite, where they had the freedom to interact with the different campaign elements and even discuss how they would “Keep Lebanon Walking.”

Insights, Strategy and the Idea:

Johnnie Walker wanted to launch a campaign to build their brand’s philosophy of progress, Keep Walking. In a country where the youth continues to emigrate looking for bigger opportunities, we wanted to be inspiring by launching a National Cause, “Keep Walking Lebanon.” The target audience is young at heart, socially active, and wants to be perceived as progressive, and headstrong, just like their whisky. The face of the campaign was Bernard Khoury, who is one of the few architects who fought for a leading innovative role in the face of the reconstruction machine that is rebuilding Post War Lebanon. This campaign is an insight into the inspiring journey of Bernard Khoury’s career that produced some of the finest landmarks in Lebanon and received worldwide acclaim.