2015 Winners & Shortlists

Results and Effectiveness

Increase of 137% in GRPs placing Byblos Bank amongst the top in terms of ad exposure on TV People were seeing the ad 26 times more than a regular campaign per person Increase of 13% in brand name awareness following no positive evolutions for 3 years Increase of 37% in ad recall when compared to regularly placed campaigns on TV People were satisfied with the creation of the recap at the end of the news and running the headlines all day since it was their choice to make the way they were updated the most convenient.

Creative Execution

Following the research done, we found out that 74% of people wanted to run a headline flash news several times per day given it's more credible than online news and can keep them up to date. 78% wanted to add a news recap segment at the end of the news since it would be more convenient in case they missed the whole broadcast or wanted to see all station's news broadcasts. After tough negotiations with 2 of the leading TV stations in Lebanon, MTV and Al Jadeed, we created those segments and paired them with our ad to benefit from the maximum exposure. We ran the news headlines 9 times per day per station based on minute by minute viewership analysis and added the segment at the end of the news and is how we boosted our campaign presence against competition by merging our ad with the newly created segments.

Insights, Strategy and the Idea

With the increase in the banking category advertisements, done through different TV integrations such as tunnels and political program sponsorships, Byblos Bank was on the edge of losing its top rank in terms of share of voice on TV. We needed to create a creative media operation on TV that would benefit viewers and thus our TV presence to be maximized. We launched a study to find out what viewers would like to see on TV and in specific in the way the news were presented and integrated our TV ad presence accordingly for maximum viewership. While viewers' needs were answered through the creation of the 2 operations on TV, Byblos Bank benefited from being amongst the top advertising banks in terms of viewership after implementing the research driven segments that would feature our ad as well.