2011 Winners & Shortlists

Results and Effectiveness

In a country with a population of 4 million people, and within a short period of time (4 months), the bank issued more than 5,500 Loubnani cards (official results from the Bank).

Creative Execution

The idea was to partner up with restaurants in Lebanon in order to have their cashier stamp all bills given to their customers. This stamp states: “empower the lira, it’s in your hand - Loubnani card from Bank Audi.” During a one month period, more than 85% of people chose the national currency. People usually pay with their cards in restaurants, and the common trend is for the waiter to ask: “in dollars or Lebanese”? The stamp grabbed the attention of people by making them feel guilty for not choosing their national currency, especially that it has become mechanical to always choose dollars. It positioned the brand as a patriotic brand with a national purpose.

Insights, Strategy and the Idea

Before the Civil War (1975-1991), Lebanon's currency was one of the most solid currencies in the world. From a parity of 2 Lebanese Pounds versus a dollar, it is now 1,500 Lebanese Pounds versus a dollar. In Lebanon today you can buy anything, anywhere, using either dollars or the local currency. The business and marketing objective was to promote a credit card in the Lebanese Lira via encouraging people to use their national currency. The communication objective was to address people at the right moment. The target audience was both preexisting and potential customers. Their previous relationship with the brand was a non emotional one. The strategy was to use an emotional and patriotic approach, while one is about to make a monetary transaction, that makes them choose their national currency (since that is not the norm); ultimately changing the behavior.