After the recent more than a month long Hezbollah-Israeli conflict, now they have kicked off a $100,000 advertisement battle to steer international Public opinion in their favor. The advertisement campaign named ‘Divine Victory’ featuring billboards exceeding 600 in numbers around Beirut and southern Lebanon touting the exploits of Hezbollah during recent stand off with the Israeli. The billboard has several slogans such as ‘America and its tools have been defeated’.
Interestingly, there is a Beirut based advertising agency Idea Creation that works for a few Islamist clients including some Lebanese clients as well. This ad agency is at present the brain behind the ad campaign of Hezbollah. The agency was working for Hezbollah advertising campaign even during the recent conflict and its two employees were killed in the campaign as well.
However, let us take look at the key strategic points of the agency while doing a campaign for Hezbollah as told by Mahammad Kawtharani, creative director of the company, in an interview with Newsweek.
1. Lower your ‘message density’.
2. Speak in the lingua franca.
3. Employ irony.
4. Sanitize the images.
5. Stay out of the firing line.
