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Flipside beirut on Foursquare - using locatiob based marketing

Was tweaking through foursquare for businesses section when this stopped me in my feet. I felt so ecstatic with the idea I wanted to share with you what Flipside Beirut are doing, by pioneering location based marketing.

I will try to contact them to find out more, in the meantime let me know if you’ve tried the place before.

And Check:

- Their foursquare page

- Their twitter page

- Their Website

- Their Facebook page

It is obvious that the promotion is quite new, but let us keep watching to see where it gets.

So, do you know of any other businesses in Lebanon that have effective foursquare promotions? Or any ones in the Middle East per se.

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SMEDS Ad Campaign for Car Giveaway

My Car has been giving me a very hard time lately, it has had it coming  since I graduated Uni and yet we have been concentrating on getting through with the wedding and then saving up for the house

So even though I do not eat any type of processed cheese and don’t even like the car that SMEDS are giving away, those typical scenes from our daily commuting lives, just make me feel so understood. And I get that certain warm feeling towards SMEDS.

This is what every Campaign should be able to achieve, right?

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Bala Nom - Kaffi 3a Platinum.

While putting up this billboard costs a small fortune, Platinum, have not put much into the design and copy of this ad. And yet it is a cute example of Naive advertising, just as naive art is considered a great form of art. And as it is, I would not be surprised if the ad proved to be a money turner for the business.

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This is the perfect timing for the campaign as expats are returning to Lebanon for the summer and touring around it, sadly leaving more than just their footsteps in the sand.

The concept may be a bit Deja Vu and yet it does not miss the point, still instantaneously projecting the message and (hopefully) embedding it into your consciousness.

You know that I am a big sucker for this type of social and environmental ads and I am loving that this is being done to preserve Lebanon. Luckily enough, I got lost on the road ( still getting used to the trek from new place so this is happening often) and saw this great ad on a unipole but could not snap it. Then, as the all knowing google did not have it in its digital reign, I emailed the Ministry of Environment and the UNDP and both responded and were very helpful. Big Thanks for that.

A special thanks to MS. Rola Khazen, Senior Marketing Advisor at UNDP for providing the images and giving me the below background stats regarding the campaign.

  • The campaign was launched by the Minister of environment on June 4,2010, in the press syndicate. Ragheb Alameh was present because he is a goodwill ambassador. In addition to all the press.
  • The campaign consisted of TV and radio spots, 5 bus wraps, Digital panels of Pikasso, magazines and dailies as well a unipole on the airport highway.
  • The campaign will last as long as the media place it because  they are free of charge and it is up to the media to decide how much they put it depending on their availability.

NOW I am hoping for:

- more action driven campaigns in the future, from corporate entities.

- more exposure for such campaigns online ( as you can see above no online digital agencies were involved in the campaign)

- the ads will appear throughout Beirut and Lebanon, not just at the edge of the city

- Tweet me if you spot the add somewhere else, I only saw it that one time when I got lost on the old airport road, and today in Executive Magazine

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Lesson #1: Your audience is ever more demanding!

TRUE STORY:

While watching the first football game of the World Cup:

- my father in Law: Damn this transmission has degraded, before they used to show the name of the player who has the ball and info about him, zoom into the player’s faces more when they replay, replay the goals better…

- my brother in law: Dad, this is on Playstation 2, not in ‘the real’  Fifa

Yes, we are getting more spoiled with new multimedia technologies, traditional media have to provide more information rich data, better interactivity options and more sharing opportunities. In short we want to be better informed and more involved and we expect you to do something about it!

Lesson #2: The Stakeholders Expect You to React FAST!

A day into world cup and everyone is complaining about these darn Vuvuzela’s. Three days into the world Cup and Germany filters out Vuvuzela noises to spare the fans. A couple days more Britain Joins and people start petitioning for banning the Vuvuzela( with over 300,000 fans on facebook and counting) . Add a couple of days and an app that adds vuvuzela noises to sites that filter them is created following the de-vuvuzelaing applets!

Needless to say, your clients will expect the same response rates from you!

Lesson #3: Do not forget about unexploited niches

For instant, women  have to suffer while their prince charming enjoys row after row of football matches day in day out for a whooole month.   So while everyone is gold mining the idea of the big flat screens to display the World Cup, why don’t you capitalize on the opposite – making your place a haven for football haters?

This Le Mall ad may be an attempt at just what I’m talking about, but I hate the fact that it belittles women. As a woman  I would not identify with it and will consider it an attempt to trick me into going to Le Mall and being stuck watching football, rather than showing me a clear exit path  – The “learn about football so people do not make fun of you” message VERSUS  the ” while he is watching football break loose and shop” message I would like to hear.

So you see, there is a real propitious niche there, that your competitors are not exploring. And let us not forget about children, where do people with children leave kids to go watch the games? You say grandparents, I say create a replacement product…There are a millions of ideas and campaigns buried in unrealized consumer demand in your market too-  Be creative, we’re expecting no less!

My personal favorites in this regard is the above Macy Gray video clip and this great post by Maya Zankoul.

Lesson #4: Shamelessly exploit trends?

I am not even gonna go into the myriad of brilliant and so and so ads, campaigns and offers linked to the world cup. Yes it is a good tactic. Yes, it will help you not stay behind, but if you truely wanna innovate, go back to point 3.

Lesson #5: We are watching You, and we have everything ON RECORD!

One of the first big time fxxx-ups in this world cup was the British Goalkeeper giving a slip to the ball, right after catching it. Man, it was a media circus at my in-law’s house. With the whole family lividly replaying his walk of shame and lively commenting how his career is over. And all of this replicated across millions of households in reaction to a slip of a man who by default can not catch all the balls shot at him. So Imagine what your Stakeholders will do if YOU slip up!

Have you learned any new marketing lessons from the world cup, let me know!?

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Ted X Green Beirut on June 4th

Where: Green Party of Lebanon Offices in DT Beirut, Building of TGIF, 3rd floor
When: Friday, June 4 from 7:00 pm to 9:00 pm

The event promises to be very interesting, showcasing the most interesting TED environmental talks, as after all it will be happening on the World Environment Day (WED). See you there!

Follow @tedxgeenbeirut on twitter and  Facebook .

You can also follow livetweets from the event with the #TEDxGB hashtag.

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NON-SMOKING SIGN IN A TAXI IN JORDAN

Last week some idiot completely blocked off my car and I had to take a taxi to work. By the time I got there, I had a nice acquired tobacco aroma from the driver, as expected! However, on my way back home, I had a very interesting encounter, that made me remember this photo I took in a Jordanian cab. When someone smokes in the car, or in any closed space for that matter, I always remember the techniques used to smoke fish & meats.

Anyway, the cab driver I was driving with on my way back home, though a smoker himself, ask his passenger not to smoke in the car and wait till he gets to his destination. Now that was an unexpectedly refreshing act as opposed to the usual cab drivers taking it as an opportunity to grab a free smoke and puff up in a good company :)

Have you ever taken a ride with any similar Beiruti cab drivers?

… and speaking of Beirut & Amman, don’t forget to attend Twestival Beirut-Amman this Thursday, March 25.

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via ivysays.comToday, IVY was giving dating advice on twitter and asking people for feedback on her make a move rose giveaway and planning a tweetup dinner.

Yesterday, at the table, we sat arguing for around 20 minutes whether IVY is real or not.

The whole week before, people were passionately interacting with IVY on twitter…

Two weeks ago, Ivy registered to attend a tweetup and blogged about it.

And the truth of the matter is that we shouldn’t care if IVY is real or not. We should be happy that companies have finally understood the language of digital natives and is creating campaigns that resonate and interact with us, as well as the other poor mere mortals. After EXOTICA’s  unexciting Different Christmas campaign, that even failed to point us to the blog on their billboards, Leo Burnett, Exotica’s ad agency,  reviewed all of its mistakes and came up with something with a phenomenal snowball effect. Yes, as I said before my friends, social media marketing is sparking to life in the middle east and you are either with us, or eaten by the competition.

Things to learn from Exotica’s IvySays Project.

1- Give and you shall receive

The IVY we have come to know and love is a giver. She started by giving us dating advise, which though we may not all apply, but we all loved and we felt compelled single people everywhere felt compelled to try out Ivy’s moves and then… Ivy slipped a rose into our hands and made it all the more easier. Think about your clients, think about what they need. And even if you are B2B business, think: Do your they need education, help, comfort, care, empowerment? All of us do, don’t we? Now how can you use all that your expertise to help them, regardless of your product?

2-Engage and you shall be engaged

Before IVY got to her first post, she got a twitter account and after that, she did not just re-tweet her own posts, she replied to people, she talked to them, shared her opinions on outside issues, gave them advice and encouragement. There was no pushing her message or asking for anything for herself. That is why, when IVY asked questions she got enormous feedback, even from those who were in doubt about her true identity. And that is value you will not be able to leverage unless you create a genuine online persona [not to be confused with a retweet bot].

3-Go where they go, do what they do!

Ivy blogged about various creeks and corners in Beirut, be in Kayan, Greedy Goose or Le Grey, and that is what made her connect and resonate with her audience. Ivy did not blog about flowers she blogged about fashion, make-up, glamor, plastic surgery, national pride, chocolate- SUGAR, SPICE and EVERYTHING NICE – and we all like nice things.  Then again, she went to twitter to reach digital natives and, mind you,  she even guest blogged and re-blogged it on her own site. Did IVY ask girls to go to EXOTICA to get the flowers? No, they went out to  the most up and coming place – Gemmayze, Achrafieh and Hamra. The only thing that could’ve been done differently would be  giving out roses all around Lebanon, and not just Beirut.

4-Empower and you shall be empowered

Even if they did not comment, retweet or send emails, thought they actively do, with every dating tip IVY empowered ladies to take actions. Girls, being the gossip machines they are, would discuss it – which means GOING VIRAL offline. And then again with every rose given out to a guy Exotica created a positive sentiment, that is teh first step to along lasting relationship, not with the guy, but with the brand. And come 2011 I expect more girls to send out flowers to beau’s, and now, not because they[roses] are free, but because it makes them feel good. And this is the golden key to any successful brand. And did I mention the publicity, Ivy’s campaign is getting from mainstream media?

5-Going against the current and bringing the currents together

There are two stakeholders in any relationship – MAN & WOMAN. Exotica’s outdoors visuals empowered men, by teasing them with images of women they could have had in 2o09 if only they were brave enough. While Ivy, took a less traditional approach, and she looked to empower women. Mind you, women are not traditionally the ones we think first of when we think about selling flowers, right? But then again, I have seen countless times flowers being delivered to men at our offices from girlfriends, wives or wanna-bes. And then again, think of it, if a girl gives a guy one rose before valentine, and the guy likes the girl, on Valentine he will get her no less than a bouquet and what will his 1st choice be? Certainly EXOTICA. So you see, by bringing people together and spreading love Exotica may actually have record sales on February 14.

Finally,  I want to congratulate Exotica on the Brilliant Initiative and hope that IVY , whoever she is, continues blogging even after February 14, otherwise the digital natives all around, both those who think IVY is Real and Fake, will feel beguiled and disappointed.

Googling I found this song called IVY SAYS, I wonder if it had anything to do with the origin of the campaign.

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It has been a long time since I have published a tangible post and a lot has been happening in the media scene in Lebanon. And a lot of exciting things have been taking place in the Lebanese Social Media Scene…

I have got the best news for you: the educational sector is finally catching on on the gap between the dogmas and the realities. This Spring Ayman Itani will be giving a course in LAU on Media, Culture and Technology. The course will provide an in-depth overview of everything out there for complete beginners and focus on teaching  not only the how & why of  using these tools, but also the New Media Mindset empowering them with real case studies and practical work shops. Ayman also has a couple of surprises up his sleeves for the lucky students taking his course and will be updating us on their progress all through the way, so stay tuned!

Media Culture & Technology course at LAU spring 2010

Another fabulous thing is that traditional media has now also acknowledged the new media channels and with the help of Social Media enthusiasts like Amer Tabsh it is starting to get the coverage it deserves. Below are Video Clips from a Live show on Lebanese Future TV interviewing Maya Zankoul, Samer Karam and Ayman Itani regarding their twitter addictions. Hopefully this will encourage new active Lebanese twitter users as well as companies to experiment with twitter and other media.

In other news, you can check my Bloggers FaceOff on Chanty’s blog.

So what’s new in your lives my dears?

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bowling throw

My friends Social Media Marketing may still be fresh in the Middle East, but Social Media Activism is ON!

This Wednesday you have a chance to attend the first Fun(d)raising event that aims to raise money for buying toys for underprivileged children!

All you have to to is come to Link Antellias (starting 6:30 pm and seeping through) and indulge in bowling, darts, air hockey, arcades…. and much more. But , of course, you can go an extra mile and bring your own toys, which you are willing to part with, as well as craft materials and drawing supplies.

And all the procedes will go to funding Christmas gifts for needy kids. You can RSVP through the Funraising Facebook or Twitter events pages. If you can’t make it, you can still support the cause by Sporting a funraising banner on your site or blog, or donating some new or used toys to the little ones (pick up of the toys will be arranged :) .

But what is really remarkable about Fun(d)raising is the way this initiative has started and grown in literally three weeks, proving that online social activism and collaboration are a reality! Fun(d)raisers are a group of bloggers and other social media natives that came together through social media channels and a very enthusiastic call from Mireille to make it a reality. And anyone can join in and contribute with whatever he does best!

So come and bring your friends with you! If you can’t live without your internet connection, don’t worry, same will be made available on the spot, and you can provide full media coverage! Plus Funraising will be providing complete transparency, through blogging about all the contributions and documenting the donations.

I have been practicing, our swings this weekend, so come and face your fiercest bowling adversary! Would be great to meet all of you guys there!

P.S. I apologize for my online absence, though I am still active on twitter, anything needing creative exertions and work, is proving to be impossible. New developments in my life are emotionally draining, though all well worth it!

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