Problem: Lebanese Brew was a new beer in a market dominated by Heineken’s Almaza brand, Lebanon’s most famous beer and, basically, a national treasure. We needed to get young people to try this “brave new beer.”
Solution: Playing on the topical 2012 “Last Summer on Earth”, we invited Beirut’s youth to dare their friends to “try something brave”. If they did (and proved it through our app) we rewarded them with ice, cold free Lebanese Brew.
The Brave New App. Users could could choose a dare from the list or add their own.
Augmented reality enabled coasters and outdoors for those who like to play on their own.
The case film:
Effies: Grand Prix
Effies: Gold F&B
Effies: Bronze Social Media
Lynx: Silver Interactive
Lynx: Silver Best Use of Media
Lynx: Silver Social Media