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.
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.
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.