Courageous Client - Leo Burnett Beirut

Courageous Client - Leo Burnett Beirut

http://bcove.me/myj3ia4o

In Lebanon, the odds are stacked against single women because they outnumber men, 6 to 1 in this Middle East country bordered by the Mediterranean Sea. Exotica, a leading flower shop in Lebanon, wanted to counteract what can be a dispiriting holiday for singles, Valentine's Day, by giving them — the ladies in particular — something fun to celebrate their braveness and independence.
Working with Leo Burnett in Beirut, the Exotica team developed the “Make a Move” campaign to encourage women to take their fate into their own hands. The integrated interactive campaign suggested that women should be brave and choose their own Valentine. Print and outdoor ads began the campaign, while a guerilla-style effort spearheaded by a pre-selected woman blogger ran concurrently by fuelin
In Lebanon, the odds are stacked against single women because they outnumber men, 6 to 1 in this Middle East country bordered by the Mediterranean Sea. Exotica, a leading flower shop in Lebanon, wanted to counteract what can be a dispiriting holiday for singles, Valentine's Day, by giving them — the ladies in particular — something fun to celebrate their braveness and independence.
Working with Leo Burnett in Beirut, the Exotica team developed the “Make a Move” campaign to encourage women to take their fate into their own hands. The integrated interactive campaign suggested that women should be brave and choose their own Valentine. Print and outdoor ads began the campaign, while a guerilla-style effort spearheaded by a pre-selected woman blogger ran concurrently by fueling tweets, blogs and other social networking posts around the idea of women taking control of their relationship status.
The campaign culminated with fliers and roses handed out to women in malls and nightclubs, urging them to give a flower to the man of their choosing. Men could reciprocate the gesture by purchasing a bouquet from Exotica.
A Caples judge commented, “Brave client to be willing to break social norms and willingness to take it on to sell their product,” while another called the campaign “a big idea.”
g tweets, blogs and other social networking posts around the idea of women taking control of their relationship status.
The campaign culminated with fliers and roses handed out to women in malls and nightclubs, urging them to give a flower to the man of their choosing. Men could reciprocate the gesture by purchasing a bouquet from Exotica.
A Caples judge commented, “Brave client to be willing to break social norms and willingness to take it on to sell their product,” while another called the campaign “a big idea.”

Exoticas Company Background

Exotica was established in Lebanon in 1978 under Debbane Group, as a horticultural company involved in the ornamental sector. 

Since then the brand has grown to become a leading provider of first class floristry and Landscape Contracting.

Countries we are active in include the UAE, Syria, Jordan, Saudi Arabia, Egypt and Kuwait.

Exotica Emirates was Established in 2005 in Abu Dhabi, it started with landscaping, contracting and retail divisions in Abu Dhabi. Their First Showroom was opened in the heart of Abu Dhabi, Followed by a nursery in Al-Rahba.

What does Exotica Offer?

 Exotica offers a wide range of services including weekly floral contracts, plant supply and maintenance, events, seasonal decorations, and online flower deliveries. Exotica Also has Numerous Branches in Lebanon and the Abu Dhabi and is also planning on become a multi-national brand.

To date, Exotica has over 500 employees spread across the impressive showrooms, flower and plant production Nurseries, and Landscape Contracting divisions. This team of innovative and professional staff is spread between Lebanon and the UAE, contributing to Exotica’s vast experience and growth.

Numerous businesses and high end hotels have showcased our designs, as our ability to transform spaces has been mastered through many years of experience.

With an extensive array of services and high end products, Exotica has established itself as one of the region’s leading green brands.

Exotica and the way they responded to criticized campaign for mothers day 2009

I just Knew that this campaign was for (Valentine) and not (New resolution for 2010)

Every time Exotica bombard Lebanese with great billboards Ad for every occasion, very smart and creative campaigns , I was looking forward to that brilliant ideas on every occasion but  this year I was disappointed !! From Christmas 2009 to Mother's day Leo Burnet and Exotica are missing chances to impress the Lebanese with great and smart ideas , what shocked me the most was the first Mother's day Campaign (for the Good Or Bad) I was asking myself: "What are they trying to sell here?" a plastic surgery? So what’s the Message? It is bad to have a big nose !?!

"What are they trying to sell here?"

I tweet about that campaign and many people on twitter are offended by it . The answer from exotica was this :

“well just based on the fact it is creating controversy & difference of opinion is in itself a success to us. Thank U !”

 

On the other hand I was impressed by the effort Exotica and Leo burnet made, because when driving home I saw another new campaign for Mother's day to replace the first one ! That prove their professionalism and they listen to what the customer talk or want  and show him that they are listening by making the appropriate responses…

The new campaign in my opinion is not smart or creative at all but it is another very classical Ad for Mother's day....or it is here to correct the first one...

Hope the new 2010 occasions Leo bernet and Exotica will bring us some more special fresh and unique ideas!

Exoticas critism for mothers day ads

http://mayazankoul.com/2010/02/24/for-better-for-worse/

The above link is a crtisim of one of exoticas ads by Maya . She talked about how such an ad especially in a country like lebanon where looks are a Necessity, is portrayed as Insulting. But exotica gave a nice come back after their Mothers day ad was critisized . I found Mayas illustration particularly interesting and comical as well as informative.

Exoticas reply to the publics reaction

After being critisized for one of their ads Exotica made another campaign replying to the public in a positive way

http://www.plus961.com/tag/exotica/

mothers day quote

"if love is sweet as a flower my mother is the sweet flower of love." - quote about mothers

Pure creativity

Human bodies in the form of flowers , very innovative and creative.


http://m.webdesignerdepot.com/2010/10/stunning-collection-of-human-flowers/