ROUGE INC. Levant s.a.l. SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

International Donor Conference “Beirut 1” Campaign Presentation is Prepared by Naja Faysal SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address] Job Number: Due Date: December 2006 Date Issued: Creative Team: Naja Faysal Client Servicing Team: Beirut 1 Brand: Prime Minister Sanioura Client:

The task We need to come up with a campaign for the conference Beirut 1: Following the conference of Paris II in November 2002, whose measures were, unfortunately, not completely applied, Lebanon needs now, more than ever, another world wide help program. It’s during a critical economical, political, and social crisis that Mr. Seniora is planning to organize a forum to help our country. In other words, what’s going to be requested will be similar to the other programs, but with this time, the hope that it will lead to something. SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

We need to come up with a campaign for the conference Beirut 1:

Following the conference of Paris II in November 2002, whose measures were, unfortunately, not completely applied, Lebanon needs now, more than ever, another world wide help program.

It’s during a critical economical, political, and social crisis that Mr. Seniora is planning to organize a forum to help our country. In other words, what’s going to be requested will be similar to the other programs, but with this time, the hope that it will lead to something.

We can hope to witness The reduction of the debt weight The prolongation of the refunding period A restructuring of the public sector The privatization of a part of the public sector A “back in shape” plan for the whole public sector An unprecedented support coming from all major world authorities And most of all, it will be able to audit the debt SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

The reduction of the debt weight

The prolongation of the refunding period

A restructuring of the public sector

The privatization of a part of the public sector

A “back in shape” plan for the whole public sector

An unprecedented support coming from all major world authorities

And most of all, it will be able to audit the debt

Target Audience (who is the consumer) & Insight (what the consumer thinks and does now) After studying the consumer, we found out that the Lebanese people are divided into two major groups regarding their opinion about the conference Beirut 1. There are those who believe that Beirut 1 will be similar to Paris I and II, thus an extreme failure (The Pessimists), and those who believe that Beirut 1 can be the change that all Lebanese are waiting for (The Optimists). SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

After studying the consumer, we found out that the Lebanese people are divided into two major groups regarding their opinion about the conference Beirut 1. There are those who believe that Beirut 1 will be similar to Paris I and II, thus an extreme failure (The Pessimists), and those who believe that Beirut 1 can be the change that all Lebanese are waiting for (The Optimists).

Primary Target: “The Pessimists” This segment is the pessimists, who feel that all the system needs change, and all people who are in charge of ruling the country are dirty. They claim that they have promised us too many and deliver little even nothing and they are selfish leaders searching for their own narrow personal benefit. Even this segment sees in a pessimistic way the situation regarding militia’s weapons and the way to control it especially that these militias are supported by Syrian and Iranian governments, the countries who still have interest in putting Lebanon under their control for serving their regional goals. “The Pessimists” are pessimistic regarding a new promise for Lebanon (Beirut I) believing that all money generated will be driven to some of the politician’s own benefit. They believe that the hole system is already corrupted and no chance for improvement unless a new generation of leaders are in charge. SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

This segment is the pessimists, who feel that all the system needs change, and all people who are in charge of ruling the country are dirty. They claim that they have promised us too many and deliver little even nothing and they are selfish leaders searching for their own narrow personal benefit. Even this segment sees in a pessimistic way the situation regarding militia’s weapons and the way to control it especially that these militias are supported by Syrian and Iranian governments, the countries who still have interest in putting Lebanon under their control for serving their regional goals. “The Pessimists” are pessimistic regarding a new promise for Lebanon (Beirut I) believing that all money generated will be driven to some of the politician’s own benefit. They believe that the hole system is already corrupted and no chance for improvement unless a new generation of leaders are in charge.

Secondary Target: “The Optimists” This segment is the optimists, those who still have hope in Lebanon claiming that now the situation changed and the international community is controlling the corruption and putting an eye over the governmental actions for a better and free Lebanon that will attract foreign investors. In addition this group feels a real opportunity for Lebanon to be improved especially after the withdrawal of the Syrian troops by resolution 1559 and the government is trying to solve the Palestinian’s and Hezbollah’s weaponry. They see now that the government is free to take decisions for the sake of Lebanon. So, these people feel optimistic regarding the international donor conference held in Beirut (Beirut I) and support it in any way. SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

This segment is the optimists, those who still have hope in Lebanon claiming that now the situation changed and the international community is controlling the corruption and putting an eye over the governmental actions for a better and free Lebanon that will attract foreign investors. In addition this group feels a real opportunity for Lebanon to be improved especially after the withdrawal of the Syrian troops by resolution 1559 and the government is trying to solve the Palestinian’s and Hezbollah’s weaponry. They see now that the government is free to take decisions for the sake of Lebanon. So, these people feel optimistic regarding the international donor conference held in Beirut (Beirut I) and support it in any way.

Unique Selling Proposition “ Beirut I is a turning point towards the better Lebanon.” SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

“ Beirut I is a turning point towards the better Lebanon.”

As a result, how will the consumer think and do in the future? Lebanon is now free from Syrian control. I am giving governors another chance because this time they are free to take decisions by themselves. I will strengthen my relationship with the country and believe that this is our soul and the only country for us and our children. We (the people) cannot lose hope because losing hope is fatal. This time Lebanon is a more reliable environment because the international community’s concern is at its peak. We have to benefit from this environment. What we (the people) rallied for on the 14th of March 2005 was not done in vain. SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

Lebanon is now free from Syrian control. I am giving governors another chance because this time they are free to take decisions by themselves.

I will strengthen my relationship with the country and believe that this is our soul and the only country for us and our children.

We (the people) cannot lose hope because losing hope is fatal.

This time Lebanon is a more reliable environment because the international community’s concern is at its peak. We have to benefit from this environment.

What we (the people) rallied for on the 14th of March 2005 was not done in vain.

Characteristics of the brand that will allow this to happen : The points that will be discussed and hopefully applied are the following: A reduction of the debt weight Public service employees’ trainings Less administrative formalities Privatization of a part of the public sector Less corruption We expect to see in Lebanon, better public services SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

The points that will be discussed and hopefully applied are the following:

A reduction of the debt weight

Public service employees’ trainings

Less administrative formalities

Privatization of a part of the public sector

Less corruption

We expect to see in Lebanon, better public services

Tone and Manner Differentiator and informative SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

Differentiator and informative

Creative Drafts Logo: SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

Logo:

Creative Drafts 1 Print: “Until then… Trust in Beirut 1” SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

Creative Drafts Outdoor SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

Outdoor

Outdoor

Outdoor

Outdoor

Outdoor

Outdoor

Outdoor