Bonux - "Merry Balconies"

H&C Leo Burnett Beirut

H&C Leo Burnett Beirut Beirut, Lebanon

Awards

6803

Brand: Bonux
Country: Lebanon

Advertiser: Procter & Gamble

Title	Merry Balconies
Agency	H&C Leo Burnett Beirut
Campaign	Merry Balconies
Advertiser	Procter & Gamble
Brand	Bonux
Date of First Broadcast/Publication	2015 / 12
Business Sector	Cleaning Products, Soaps, Detergents
Philosophy	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
Result	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%)
Media Type	Case Study
Length	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
Copywriter	Lama Bawadi
Copywriter	Maria Eter
Agency Producer	Marleine Jaber
Art Director	Despina Memarogli
Art Director	Nayla Zahar