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Retail Event Dabké Flash Mob

Challenge

To create a dynamic event at the airport duty free that would engage not only with the passengers on the day but also a wider global audience.

Background

Beirut Duty Free had been running a very successful marketing campaign called 'Take Back More', which encouraged customers to take back a gift or a treat from the Duty Free shop.

The Flash Mob dance extended the take back more theme to create a wonderful memory of Lebanon that passengers could take with them on their journey.

Outcome

Thanks to a very active Facebook page and Twitter feed, Beirut Duty Free is regarded as a social media pioneer in the travel retail industry.

On March 5, 2011, in a carefully coordinated event devised by Beirut Duty Free and Saatchi & Saatchi, employees, security staff and passengers of all ages danced to a traditional Arabic Dabke dance outside the Duty Free.

It created quite a stir in the airport. The entire event was filmed and it very quickly became a YouTube sensation achieving over 2.3 million hits to date.


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