What was the campaign about?
To initiate the launch of LBCI’s new drama station, LBCI contacted other TV stations to buy media time for the launch campaign, they unanimously refused to run it.
Footage of a cat fight featuring an angry wife who claimed Lebanese star Ward El Khal is dating her husband shot with an amateur camera, was anonymously uploaded online to stir gossip and rumors.
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The scandalous brawl got more than 250,000 views out of a 1.2 million online community and the video caught the sharp attention of LBCI's direct competitors who covered the scandal, on their 8 o'clock news and through influential bloggers.
6 days later, and to the surprise of all, LBCI announced it would unveil the truth behind the viral fight.
The star who never answered any query during the dramatic week revealed the truth on the main news bulletin: the birth of LBCI Drama.
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Randa Saad El Daher knew that by giving people a juicy dose of drama and placing it where they’d inevitably bump into it, the video would grab their full attention, become the talk of the town with a ripple effect that would reach various media to finally introduce the newly born station.
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