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Social Media

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Bank Audi launched a new credit card called the Loubnani Card to promote Lebanese identity and pride. They used a multi-channel marketing campaign including traditional media like billboards, print ads, and TV commercials as well as online and social media channels like Facebook, Twitter, and a dedicated microsite. The social media portion of the campaign included uploading the TV commercial to YouTube, creating a Facebook fan page, a "Lira Pledge" on Facebook and Twitter, games on the microsite, and a Twitter account to engage customers and create buzz around supporting Lebanon.

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BANK AUDI Social Media at the intersection of Corporate Social Responsibility and Credit Card Product Launch Loubnani Card from Bank Audi: Case Study 1

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Index I. About Bank Audi • Bank Audi CSR Commitment • Product and Innovation • Audi and Digital Media II. Social Media Background • What is Social Media • Why Social Media • Importance of Social Media • Figures III. Case Study: Loubnani Card • Concept • Segmentation and Market Strategy • Campaign i. Traditional Channel 2 ii. Online and Social Media Channel

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About Bank Audi

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Bank Audi CSR Commitment Bank Audi is a firm believer in the role of corporations in supporting social and national causes 4

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Product and Innovation • In the past 6 six years, Audi Bank: • Has a very active and exclusive Electronic Banking and card Services Department • Has launched 48 different card products addressing different population segments, each of one meeting various consumer needs and behavior • Spearheaded the growth of the regional credit card industry • Has been a pioneer in the use of electronic media in the communication and support of its product offerings 5

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Product and Innovation 6

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Audi and Digital Media 7

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Social Media Background 8

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What is Social Media? Common social media marketing tools include Facebook, Twitter, LinkedIn, Flickr and YouTube as well as many independent subject matter blogs 9

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Importance of Social Media Importance of Social Media in general: • Reach customers and build or maintain reputation • Reach a broader range of consumers • New tool for effective business marketing and sales • Socializing and connecting friends, relatives and employees • Available to anyone at little or no cost • Usability • Social media can be altered almost instantaneously by comments or editing 10

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Importance of Social Media Social Media vs. Traditional Media: • Traditional media advertising is based upon the concept of casting a wide net, hoping that you “catch” a few customers • However, social media is “word of mouth” on steroids • Social media brings with it the power of community 11

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Importance of Social Media Social Media vs. Traditional Media in the Arab World: • Around 56 million Arab internet users in the Arab world • The announcement on 24 May 2010 that the social networking site Facebook has more subscribers in the MENA countries than the number of newspapers circulated in the region has highlighted the dramatic surge in popularity of social media in the Arab world • 12

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Figures Facebook: • Facebook viewers in Lebanon: around 1 Million • Facebook viewers in the Middle East: around 13 Million • Facebook viewers Worldwide: around 500 Million 13

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Figures YouTube: Today, YouTube is the 3rd most popular website on the Internet after Google & Yahoo 14

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Figures Twitter: Twitter is among the 30 most visited websites in Lebanon, Qatar, Saudi Arabia 15

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Case Study: Loubnani Card

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Let The Lira Have its Say!

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Concept To project our belief in a solid and powerful economy, backed by a strong currency, we created a concept based on the core characteristics of the country, its people and local currency Therefore, we created the “Loubnani” card which is inspired from those characteristics and is considered to be unique in both design and benefits offered. 18

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Concept • The design  The Loubnani logo is meant to look like a signature to capture and represents the individuality of the Lebanese charm  The card has an embedded Lebanese Cedar scent; a technique used for the first time which adds more flair to it  The card comes in 5 attractive visuals representing each a special scenery from Lebanon. The cardholder gets the option to choose the design that meets best his own perception of Lebanon’s most representative site  To translate this concept into reality, we created a card with a design inspired from the unique Lebanese identity and benefits inspired from the content 19

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Concept 20

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Concept • The benefits:  The (Talk Lebanese) loyalty program 21

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Concept • The benefits:  The (Mizat Loubnani) 22

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Selection of Communication Channels Advertising Promotion Public Relations Personal Selling Web and Social Direct Media Marketing Print Adv. Premiums Press Kits Sales Banner Catalogues Packaging Gifts Speeches Presentations Advertising Mailing Inserts Sampling Seminars Sales Meetings Search Engines Telemarketing TVC Fairs Annual Reports Incentive Programs Trust Based Internet Brochures Tradeshows Charity Samples Advisors Branch Poster Exhibits Sponsorships Fairs Internet Portal Directories Demonstration Publications Tradeshows Social Media Billboards Loyalty Community Relations Telephone Mobilization Display Signs Free Standing Lobbying Campaigns Points of Inserts In-house magazine Purchase Events Logos Symbols Trade Dress Product Placement 23

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Campaign Communication was through two main channels i. The traditional media channels  General Audience, Direct Sell ii. Online and Social media channels  Youth, Patriotism and the Loubnani Profile 24

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Campaign We created a campaign entitled: “Let the Lira have its say” denoting that people should use our country’s local currency and support it by using the “ “Credit Card billed in LBP 25

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i. Traditional Media - Billboard 26

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i. Traditional Media 27

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i. Traditional Media – Press Ads 28

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i. Traditional Media – Press Ads 29

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i. Traditional Media – TV Ad 30

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ii. Online and Social Media Channels  Therefore, in order to reach a wider target and create a buzz, We need to use Social Media 31

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Step 1 – TVC on Youtube & Facebook Fan Page • As a first step we published TVC on YouTube, where we uploaded the TV ad and watched the comments and reviews skyrocket. • We created a Facebook fan page 32

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Step 2 – The Lira Pledge 33

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Step 3 – Facebook and Twitter 34

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Step 4 – Creating a Microsite 35

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Step 4 – Creating a Microsite A) First Game: Lira wara Lira 36

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Step 4 – Creating a Microsite B) Second Game: Locate & Win 37

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Step 4 – Creating a Microsite C) Third Game: My Vintage Photos 38

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Step 5 – Create a Twitter Account 41

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Loubnani Brand: Socially Activated 42

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Moving Forward- Loubnani Majority of Regional International Banks Banks Audi Bank: Loubnani 43

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More Related Content

Social Media

  • 1. BANK AUDI Social Media at the intersection of Corporate Social Responsibility and Credit Card Product Launch Loubnani Card from Bank Audi: Case Study 1
  • 2. Index I. About Bank Audi • Bank Audi CSR Commitment • Product and Innovation • Audi and Digital Media II. Social Media Background • What is Social Media • Why Social Media • Importance of Social Media • Figures III. Case Study: Loubnani Card • Concept • Segmentation and Market Strategy • Campaign i. Traditional Channel 2 ii. Online and Social Media Channel
  • 4. Bank Audi CSR Commitment Bank Audi is a firm believer in the role of corporations in supporting social and national causes 4
  • 5. Product and Innovation • In the past 6 six years, Audi Bank: • Has a very active and exclusive Electronic Banking and card Services Department • Has launched 48 different card products addressing different population segments, each of one meeting various consumer needs and behavior • Spearheaded the growth of the regional credit card industry • Has been a pioneer in the use of electronic media in the communication and support of its product offerings 5
  • 9. What is Social Media? Common social media marketing tools include Facebook, Twitter, LinkedIn, Flickr and YouTube as well as many independent subject matter blogs 9
  • 10. Importance of Social Media Importance of Social Media in general: • Reach customers and build or maintain reputation • Reach a broader range of consumers • New tool for effective business marketing and sales • Socializing and connecting friends, relatives and employees • Available to anyone at little or no cost • Usability • Social media can be altered almost instantaneously by comments or editing 10
  • 11. Importance of Social Media Social Media vs. Traditional Media: • Traditional media advertising is based upon the concept of casting a wide net, hoping that you “catch” a few customers • However, social media is “word of mouth” on steroids • Social media brings with it the power of community 11
  • 12. Importance of Social Media Social Media vs. Traditional Media in the Arab World: • Around 56 million Arab internet users in the Arab world • The announcement on 24 May 2010 that the social networking site Facebook has more subscribers in the MENA countries than the number of newspapers circulated in the region has highlighted the dramatic surge in popularity of social media in the Arab world • 12
  • 13. Figures Facebook: • Facebook viewers in Lebanon: around 1 Million • Facebook viewers in the Middle East: around 13 Million • Facebook viewers Worldwide: around 500 Million 13
  • 14. Figures YouTube: Today, YouTube is the 3rd most popular website on the Internet after Google & Yahoo 14
  • 15. Figures Twitter: Twitter is among the 30 most visited websites in Lebanon, Qatar, Saudi Arabia 15
  • 17. Let The Lira Have its Say!
  • 18. Concept To project our belief in a solid and powerful economy, backed by a strong currency, we created a concept based on the core characteristics of the country, its people and local currency Therefore, we created the “Loubnani” card which is inspired from those characteristics and is considered to be unique in both design and benefits offered. 18
  • 19. Concept • The design  The Loubnani logo is meant to look like a signature to capture and represents the individuality of the Lebanese charm  The card has an embedded Lebanese Cedar scent; a technique used for the first time which adds more flair to it  The card comes in 5 attractive visuals representing each a special scenery from Lebanon. The cardholder gets the option to choose the design that meets best his own perception of Lebanon’s most representative site  To translate this concept into reality, we created a card with a design inspired from the unique Lebanese identity and benefits inspired from the content 19
  • 20. Concept 20
  • 21. Concept • The benefits:  The (Talk Lebanese) loyalty program 21
  • 22. Concept • The benefits:  The (Mizat Loubnani) 22
  • 23. Selection of Communication Channels Advertising Promotion Public Relations Personal Selling Web and Social Direct Media Marketing Print Adv. Premiums Press Kits Sales Banner Catalogues Packaging Gifts Speeches Presentations Advertising Mailing Inserts Sampling Seminars Sales Meetings Search Engines Telemarketing TVC Fairs Annual Reports Incentive Programs Trust Based Internet Brochures Tradeshows Charity Samples Advisors Branch Poster Exhibits Sponsorships Fairs Internet Portal Directories Demonstration Publications Tradeshows Social Media Billboards Loyalty Community Relations Telephone Mobilization Display Signs Free Standing Lobbying Campaigns Points of Inserts In-house magazine Purchase Events Logos Symbols Trade Dress Product Placement 23
  • 24. Campaign Communication was through two main channels i. The traditional media channels  General Audience, Direct Sell ii. Online and Social media channels  Youth, Patriotism and the Loubnani Profile 24
  • 25. Campaign We created a campaign entitled: “Let the Lira have its say” denoting that people should use our country’s local currency and support it by using the “ “Credit Card billed in LBP 25
  • 26. i. Traditional Media - Billboard 26
  • 28. i. Traditional Media – Press Ads 28
  • 29. i. Traditional Media – Press Ads 29
  • 30. i. Traditional Media – TV Ad 30
  • 31. ii. Online and Social Media Channels  Therefore, in order to reach a wider target and create a buzz, We need to use Social Media 31
  • 32. Step 1 – TVC on Youtube & Facebook Fan Page • As a first step we published TVC on YouTube, where we uploaded the TV ad and watched the comments and reviews skyrocket. • We created a Facebook fan page 32
  • 33. Step 2 – The Lira Pledge 33
  • 34. Step 3 – Facebook and Twitter 34
  • 35. Step 4 – Creating a Microsite 35
  • 36. Step 4 – Creating a Microsite A) First Game: Lira wara Lira 36
  • 37. Step 4 – Creating a Microsite B) Second Game: Locate & Win 37
  • 38. Step 4 – Creating a Microsite C) Third Game: My Vintage Photos 38
  • 39. 39
  • 40. 40
  • 41. Step 5 – Create a Twitter Account 41
  • 42. Loubnani Brand: Socially Activated 42
  • 43. Moving Forward- Loubnani Majority of Regional International Banks Banks Audi Bank: Loubnani 43