2011 Winners & Shortlists

The Campaign

The demining campaign is a campaign developed to help the army reduce the 425,000 mines in Lebanon via a MasterCard called “Giving”, which allows the Lebanese to indirectly donate a percentage of their transactions & 50% of the card’s fees to the demining cause while shopping. Our Communication Objectives were to: - Raise public awareness around the existence of 425,000 mines in Lebanon - Position BLOM BANK card as an efficient tool to be used to help in demining Lebanon. Our Brand objectives were to: - Promote Blom Bank’s “Peace of Mind” platform & position BLOM BANK as an active leading player on the CSR front. Our Business Objectives were to: - Maximise the number of holders of the affinity Master Card and surpass the standard number of recruited customers for any new affinity card (The norm to breakeven: 1,000 cards in 6 months)

Success of the Campaign

- 400% sales increase in 3 months vs. average monthly sales - UN recognition with Mr. Michael Williams quoting it as a successful model that may be replicated in other countries - Land for sale idea: 1,300 calls in 3 days, 4156 unique visitors to LMAC site, 9400 registered clicks - 1,512 Face book fans - TV Interview reached 13% of our target audience (348,644 persons) - 237% (734K USD gross) in media added value

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was in 2 phases: 1. Spread awareness on the issue by mobilising the public’s emotions, using the army as a primary tool to communicate the gravity of the situation - We started off with a teaser message announcing a ridiculously cheap piece of land. People enquired to find that the land was littered in mines. - The campaign was then communicated on TV & integrated within a popular social talk show hosting an official representative with a mine victim. Blom Bank was mentioned at the end of the interview as a solution. - PR articles & TV documentaries were issued 2. Present the card as a solution to the cause - We organised a press conference with army representatives to launch the card - A multimedia campaign followed using TV, print, outdoor, online banners, PR, a facebook page & ATM machines all over the country.