2014 Winners & Shortlists

MAYYIL

BrandBANKMED
Product/ServiceMAYYIL
EntrantIMPACT BBDO Beirut, LEBANON
CategoryNew Product Launch/Re-launch
Entrant Company IMPACT BBDO Beirut, LEBANON
Advertising Agency IMPACT BBDO Beirut, LEBANON

The Brief

The Lebanese market has always been dominated by 1 major player in the Air Miles credit card category – the Bank Audi Cedar Miles card. 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 BankMed MedMiles credit card which offered features that are far and above its direct competitor. The main objectives of the campaign were to provide a product strong enough to compete with the existing market leader and be able to build a solid market share of 10% in the first year.

Describe how the promotion developed from concept to implementation

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

Describe the success of the promotion with both client and consumer including some quantifiable 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 MAYYIL became a word incorporated in the daily Lebanese dialect.

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

Describe the success of the promotion with both client and consumer including some quantifiable results.(100 words maximum). - 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

Credits

Name Company Role
Walid Kanaan Impact Bbdo Chief Creative Officer
Julia Aoun IB2 Creative Director
Elie Choueiri IB2 Art Director
Dany Aouad IB2 General Manager
Christelle Chamaa IB2 Account Manager
Rawad Keyrouz Impact Bbdo Tv Producer