Credits & Description:
Product JOHNNIE WALKER
Entrant LEO BURNETT BEIRUT, LEBANON
Type of Entry: Media: Integrated Media
Category: Integrated Media Campaign
Title: KEEP WALKING LEBANON
Product/Service: JOHNNIE WALKER
Entrant Company: LEO BURNETT BEIRUT, LEBANON
Advertising Agency: LEO BURNETT BEIRUT, LEBANON
Media Agency: STARCOM MEDIAVEST GROUP Beirut, LEBANON
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.
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.
The Online Advert titled KEEP WALKING LEBANON was done for product: Johnnie Walker Black Label Whisky (brand: Johnnie Walker) in Lebanon. It was released in the Apr 2010.