Blom Bank Promo, Case study DEMINING CAMPAIGN by Impact BBDO Beirut

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DEMINING CAMPAIGN

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Media Promo & PR, Case study
Market Lebanon
Agency Impact BBDO Beirut
Copywriter Marie-Noelle De Chadarevian, Narimane Hamadeh
Released May 2010

Credits & Description

Category: Financial Products & Services
Advertiser: BLOM BANK
Product/Service: CREDIT CARD
Agency: IMPACT BBDO
Date of First Appearance: May 18 2010
Entrant Company: OMD, Beirut, LEBANON
Entry URL: http://www.facebook.com/home.php#!/group.php?gid=130857820262230
Deputy Head of Retail Banking: Jocelyne Chahwane (Blom Bank)
Associate Director Learning & Development: Maya Bou Ajram (OMD)
Director Planning: Sandy Kareh (OMD)
Executive Planning: Nour Mardam (OMD)
Business Unit Director: Roula Safi (Impact BBDO)
Account Director: Walid Madi (Impact BBDO)
Regional Creative Director: Ali Zein (Impact BBDO)
Senior Arabic Copywriter: Miriam Jbeily (Impact BBDO)
Senior Art Director: Maria Afeiche (Impact BBDO)
Copywriter: Marie-Noelle de Chadarevian (Impact BBDO)
Copywriter: Narimane Hamadeh (Impact BBDO)
Account Executive: Haneen Joudiyeh (Impact BBDO)
Media placement: Newspapers - Nahar, Balad, Akhbar - 18th May, 2010
Media placement: SMS - Libancall Database - 21st May, 2010
Media placement: Email - Naharnet Database - 21st May, 2010
Media placement: TV Army + Blom Bank Ads - LBC, FTV, Future News, MTV, OTV, NBN, NTV - 24th May, 2010
Media placement: Newspapers - Nahar, Safir, Orient, Balad - 24th May, 2010
Media placement: Outdoor 4x3 - Media Plus, Elephant, Pikasso - 26th May, 2010
Media placement: TV Interview - MTV - 27th May, 2010
Media placement: Fan Page - Facebook - 29th May, 2010
Insights, Strategy & the Idea
Background:
There are 425,000 mines left in Lebanon as relics from the war. While the skills are available within the army, lack of public awareness & monetary support are the main issues standing in their way.
Blom Bank's Objectives:
Business:
Create a Mastercard that surpasses the standard number of recruited customers for any new affinity card.
Communication:
*Promote Blom Bank's 'Peace of Mind' platform & position BLOM BANK as an active leading player on the CSR front.
*Position BLOM BANK card as an efficient tool to be used to help in demining Lebanon.
Insights:
* Beyond the social & political aspects; our target was unaware of the existence of mines still buried from that period.
* Shopping is an integral part of their lives.
* Only 12% actively volunteer for a cause
We needed to spread awareness & come up with a solution to allow them to indirectly donate to the demining cause.
Creative Execution
Our idea was to create a card that allowed the people to donate a percentage of their transactions & 50% of the fees while indulging in their love of shopping.
Our strategy was twofold:
*Spread awareness on the issue by mobilizing the public's emotions, using the army as a primary tool to communicate the gravity of the situation
*Introduce & encourage usage of the card to drop the number of mines.
We started off with a teaser message announcing a ridiculously cheap piece of land. People inquired to find that the land was littered in mines. The campaign was then communicated on TV & integrated within a social talkshow hosting an official representative with a mine victim.
PR articles & TV documentaries were issued & a press conference was arranged with the army to launch the card. A multimedia campaign followed using TV, print, outdoor, online banners, PR, a Facebook page & ATM machines.
Results and Effectiveness
1. 237% (734K USD gross) in media added value
2. Land for sale idea: 1300 calls in 3 days, 4156 unique visitors to LMAC site, 9400 registered clicks
3.1512 Facebook fans
4. TV Interview reached 13% of our target audience (348,644 persons)
5. 400% sales increase in 3 months vs. average sales
6. UN recognition with Mr. Michael Williams quoting it as a successful model that may be replicated in other countries