2011 Winners & Shortlists

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 Face book 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

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 enquired 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.

Insights, Strategy and 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.