The initiative was targeted to the ladies living in a neighborhood of Beirut that is poorly lit and cannot afford to have decorations for Christmas. We went to their homes and distributed small branded Bonux bags each containing 12 illuminating pegs.

The ladies were invited to use those illuminating pegs to hang their laundry turning, their laundry lines into light garlands and bringing back the Christmas cheer.

We were inspired by the balcony culture in Lebanon where the ladies spend most of their days in this open space enjoying the morning talks over a cup of Turkish coffee and mingling with the neighbors.

The idea was to encourage women to find smart solutions and allow them to turn simple ingredients, like pegs, into an extraordinary scene, bringing back the joy to their families and neighborhood.

The initiative was in line with Bonux’s equity and purpose. We encourage ladies with smart solutions and help them make lemonade when life gives them lemons. With a prevalent balcony culture where they spend most of their days, we decided to bring back the cheer to those gloomy balconies with illuminating pegs that were used not only to hang their laundry, but also to decorate and light up their neighborhood.

Bonux did the following:

• For 1 day we selected a less-fortunate neighborhood in Beirut and gave away small Bonux bags containing 12 illuminating pegs to its ladies (12,000 in total).

• The ladies used them to hang their laundry which colored their neighborhood and brought back the cheer just right in time for Christmas.

• We filmed the ladies’ reactions and the transformation of the neighborhood and crafted an edit out of it where we leveraged it online through our Bonux Facebook page.

Our ladies who are resourceful ladies seeking smart solutions in life were very appreciative of this smart idea.

We were able to bring back the happy spirit to the neighborhood that we targeted and prove that simple things can bring joyful moments in life.

We were able to prove that we are more than just a detergent brand.

Despite the limited budget put behind this initiative, be it in shoot, editing or media investment, the results were fantastic.

We managed to:

• Attain 800K views out of a potential audience of 500K

• Generate 99.96% positive sentiment as almost everyone was expressing their enthusiasm and love for the idea which grew to even praising the product!

• Generate 13x engagement rate compared to industry standards (11% versus 0.83%)