2014 Winners & Shortlists

The Campaign

In 2012, BankMed introduced the new MedMiles credit card which offered features that are far and above its direct competitor, with the main objective being a 10% market share in the 1st year. Being a new product, it was essential to create enough awareness and buzz to get consumers to shift their attention from the already existing market leader to the new MedMiles. The campaign was based on 2 strong local insights: 1. All miles programs promote touristic travel ignoring a major Lebanese need: most families are torn with children or parents living abroad. 2. Lebanese like to amalgamate words from various languages and dialects Hence, one word that carries a double-meaning was brought to life, Mayyil: accumulate miles and travel.

Success of the Campaign

Results achieved the following: • 15% market share in year 1 versus forecasted 10% market share • Product of the year from Visa International • PR buzz in all major Lebanese newspapers in addition to social and business magazines

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

Our communication was built to cater for the masses. Multiple TVCs using characters of a typical Lebanese family were created, and ran on key Lebanese channels as well as Middle East Airline planes. An extensive outdoor campaign was also implemented – locations varied from high traffic areas to airport signs. Newspaper ads ran highlighting the key benefits of the product versus competitors. BTL material such as posters, flyers, ATM screens, card mailers were produced.