Winners 2011

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BPG "Fake It All"

Year/ID: 2011 / U81005G11
Group: ​U Public relations
Subgroup: U85 Social responsibility
Award: Silver Drum
URL: www.brandprotectiongroup.com
Product and services category: Anti - counterfeit awareness campaignRegistrant: LEO BURNETT MENACountry: LEBANONBrand name: Anti - CounterfeitAdvertiser: Brand Protection GroupAdvertising agency, city: BeirutArt director: Tania Saleh (Associate CD), Nayla BaakliniCopywriter: Grace KassabCreative director: Bechara Mouzannar (CCO), Areej MahmoudProject manager: Nada Abi Saleh, Sarah Sakr, Misbah NatourProgrammer: Michael Chaftari
Creative idea explanation: On international day, the Lebanese social media was shaken by a disturbing reality when 250 influencers were impersonated on facebook. We created fake profiles using our victims' real profile pictures and very similar names. When the victims received friend requests from their impostors, panic struck the social media scene. Within 24 hours, all our victims had asked their friends to report the fake profiles as news of the issue spread. We then sent a personalized message to the targeted individuals, explaining the campaign and offering them an exclusive media kit. Our facebook stunt online coverage reached more than 40.000.