Small Budgets - Products
This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).
Johnnie Walker "Keep Walking Lebanon"
Throughout more than a decade, Johnnie Walker managed to preserve its relevance under the same brand purpose and maintain its leadership position regardless of disadvantageous market dynamics and increased competition. What had first started as a campaign with Lebanese icons evolved into a movement of resistance of progress led by people under the platform of Keep Walking Lebanon. The success of the work done in Lebanon, has led other countries to adopt the same model with Keep Walking Bolivia, Greece, Brazil, Colombia, America directly inspired from our local campaigns.
Brand: Johnnie Walker "Keep Walking Lebanon"
Client: Diageo Lebanon
Agency: Leo Burnett Beirut
To drive viewership for History Channel’s Celebrity Car Wars Season 3, we repurposed and created ordinary car cam and CCTV footages into content and seeded them in two of Singapore’s popular car accident communities, places where people expected bad things to happen. As compared to Singapore’s largest car accident community, we garnered 98.28% more reach on average and 189.5% more engagement, with a media spend of just USD 183.82 per post – making our cost per reach and engagement almost free. This led to us garnering 3,300,000 unique viewers for the season premiere, exceeding expectations.
Brand: History Channel
Client: History Channel
Agency: GOVT Singapore