In Lebanon, it is a well-known fact that we have 6 women for every man. Since Exotica, Lebanon’s leading flower shop chain, is all about “Make a difference”, we wanted to make a real difference by trying to help every single woman secure a Valentine this year. Why not take matters, and your own happiness, into your own hands? After all, “fortune favors the brave”!The campaign was highly integrated on 6 groups, establishing a very strong brand presence, and connecting with the target audience on several platforms.

Creations of lovely everyday single ladies put up as pageant queens of missed chances on orthodox outdoor mediums for first 3 weeks of campaign. Digital phase of campaign (already running in parallel) then unveiled to masses OUTDOOR/PRESSLovely everyday single ladies featured as pageant queens of missed chances.

BLOG CREATION Secretly identified start-up blogger and anonymously developed ivysays.com, few weeks before launch of campaign.VIRALAs Ivy blogged & tweeted, she publicised her resolution of securing a Valentine (manifesto circulating on the streets)AMBIENTPasted stickers - guerrilla style all over town. Ivy’s sticker appeared on billboards, Exotica on the blog.

ONLINE/DIRECT“Make your move” started by developing a flower code, and distributing flowers in the streets of Beirut. Coded e-flowers were sent online.

USER-GENERATED INVOLVEMENTPeople’s amusing adaptations of campaign popped-up on facebook… Women came together on Valentine’s eve in personalised “Miss” title to march in bar district.

Our flower sales increased 21% more than last year’s Valentine figures.We were contacted by leading press publications and TV stations, resulting in free PR coverage .The campaign was critically acclaimed by the blogging online community. A social media expert even blogged about the campaign as a successful case study.ivysays.com got an average of 1,200 views a day, in a country with only 400,000 high-speed connections, making it the most popular blog during the entire campaign.

Engagement was high with 50 comments and 500 twitter and facebook mentions per day, the week preceding Valentine’s. (we will stress per day in VO)We received countless thanks from recently hooked up couples.