The Last Summer on Earth
How do you sell a small, independent brewery to a non-beer drinking country, whose sole provider of brew is not only a national treasure, but backed by Heineken? You've got to do something brave. Lebanese Brew was confident that Beirut's youth would love their product, they just had to try it. With a distribution network hampered by Heineken’s dominance and the lack of funds for a national TV campaign, we knew we needed to get creative.
Our first move was to produce a manifesto film that would get the attention of the Lebanese youth. We used local musicians, DJs, socialites and popular locations to build an affinity with our target audience.
On the streets and the web, we paired scenes from our manifesto film with headlines to drive traffic towards our digital, sampling activation.
Once we had their hearts and minds (or at the very least their attention), we needed to get them to sample the brave new brew. To do that we built an app that let users challenge each other “to do something brave” and win free beer. They were even able to generate their own versions of our campaign visuals.
In bars, and even on the few outdoors our budget allowed, we turned to augmented reality to allow an additional layer of engagement for our tech-savvy target audience. By scanning the adverts users could view exclusive content or unlock mini-games in which they could win real beer!
Following the campaign, Lebanese Brew’s market share increased from 7% up to 18%. The beers distribution skyrocketed by 43% and The Last Summer on Earth helped the brand reach 100% distribution in their key accounts. The campaign went on to win several awards including the GEMA Effie’s Grand Prix and played a key part in earning the agency the title of Independent Agency of the Year at the Dubai Lynx.