2014 Winners & Shortlists

The Campaign

The Lebanese market has always been dominated by 1 major player in the Miles card category – the Bank Audi Cedar Miles. Due to lack of proper competition, Bank Audi subsequently monopolized the market in terms of demand and supply. In 2012/2013, BankMed introduced the new MedMiles credit card which offered features that are far and above its direct competitor. Being a new product in the market, it was essential that the launch campaign created enough awareness and generated enough buzz to get consumers to shift their attention from the already existing market leader to the new MedMiles.

The Brief

Get consumers to shift their attention from the already existing market leader to the new MedMiles.

Results

15% market share in year 1 of the launch of the product – a clear increase over the initially forecasted 10% market share Product of the year from Visa International – an annual award provided by Visa International to celebrate the best performing Visa product in Lebanon PR buzz in all major Lebanese newspapers at launch stage in addition to social and business magazines Please note, in the absence of any indication of results, the Jury cannot give a mark for this and the entry could suffer as a result.

Execution

Credit cards are in general a mass product – hence our communication strategy was built to cater for the masses. Multiple TV spots using characters of a typical Lebanese family were created, and ran on key Lebanese channels as well as in Middle East Airline planes. An extensive outdoor campaign highlighting the word Mayyil and the types of cards available was also implemented – locations varied from high traffic areas to airport signs. Newspaper ads were also created highlighting also the key benefits of the product versus its competitors. In branch activation such as posters, flyers, ATM screens, card mailers were also developed.3.

The Situation

The Lebanese market has always been dominated by 1 major player in the Miles card category – the Bank Audi Cedar Miles. Due to lack of proper competition, Bank Audi subsequently monopolized the market in terms of demand and supply. In 2012/2013, BankMed introduced the new MedMiles credit card which offered features that are far and above its direct competitor. Being a new product in the market, it was essential that the launch campaign created enough awareness and generated enough buzz to get consumers to shift their attention from the already existing market leader to the new MedMiles.

The Strategy

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.