2011 Winners & Shortlists

The Brief

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 objective was to address people at the right moment. The target audience was both preexisting and potential customers. The strategy was to use an emotional and patriotic approach, while one is about to make a monetary transaction, that makes them choose the Lebanese pound; ultimately changing the behavior.

Describe how the promotion developed from concept to implementation

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.” We initially choose the restaurants from the Bank’s “hot merchant” list as we thought they will be keener to cooperate with us. Once the initiative was explained to them, they expressed enthusiasm and developed guardianship through the implementation process because they wanted to promote their national currency.

Describe the success of the promotion with both client and consumer including some quantifiable results

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).

Explain why the method of promotion was most relevant to the product or service

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.