Social Media

Social Media at the intersection of Corporate

Social Responsibility and Credit Card Product

Launch

Loubnani Card from Bank Audi: Case Study

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BANK AUDI

Index

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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

ii. Online and Social Media Channel

About Bank Audi

Bank Audi CSR Commitment

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Bank Audi is a firm believer in the role of corporations in

supporting social and national causes

Product and Innovation

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• 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

Product and Innovation

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Audi and Digital Media

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Social Media Background

What is Social Media?

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Common social media marketing tools include

Facebook, Twitter, LinkedIn, Flickr and

YouTube as well as many independent subject matter blogs

Importance of Social Media

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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

Importance of Social Media

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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

Importance of Social Media

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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

•

Figures

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Facebook:

• Facebook viewers in Lebanon: around 1 Million

• Facebook viewers in the Middle East: around 13 Million

• Facebook viewers Worldwide: around 500 Million

Figures

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YouTube:

Today, YouTube is the 3rd most popular website on the

Internet after Google & Yahoo

Figures

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Twitter:

Twitter is among the 30 most visited websites in Lebanon,

Qatar, Saudi Arabia

Case Study: Loubnani Card

Let The Lira Have its Say!

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.

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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

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Concept

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Concept

• The benefits:

The (Talk Lebanese) loyalty program

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Concept

• The benefits:

The (Mizat Loubnani)

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Selection of Communication Channels

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Advertising Promotion Public Relations Personal Selling Web and Social

Media

Direct

Marketing

Print Adv.

Packaging

Inserts

TVC

Brochures

Poster

Directories

Billboards

Display Signs

Points of

Purchase

Logos

Symbols

Trade Dress

Product Placement

Premiums

Gifts

Sampling

Fairs

Tradeshows

Exhibits

Demonstration

Loyalty

Free Standing

Inserts

Press Kits

Speeches

Seminars

Annual Reports

Charity

Sponsorships

Publications

Community Relations

Lobbying

In-house magazine

Events

Sales

Presentations

Sales Meetings

Incentive Programs

Samples

Fairs

Tradeshows

Telephone

Banner

Advertising

Search Engines

Trust Based

Advisors

Internet Portal

Social Media

Mobilization

Campaigns

Catalogues

Mailing

Telemarketing

Internet

Branch

Campaign

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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

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

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i. Traditional Media - Billboard

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i. Traditional Media

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i. Traditional Media – Press Ads

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i. Traditional Media – Press Ads

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i. Traditional Media – TV Ad

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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

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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

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Step 2 – The Lira Pledge

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Step 3 – Facebook and Twitter

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Step 4 – Creating a Microsite

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Step 4 – Creating a Microsite

A) First Game: Lira wara Lira

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Step 4 – Creating a Microsite

B) Second Game: Locate & Win

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Step 4 – Creating a Microsite

C) Third Game: My Vintage Photos

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Step 5 – Create a Twitter Account

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Loubnani Brand: Socially Activated

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Moving Forward- Loubnani

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AudiBank:

Loubnani

Majority of Regional

BanksInternational Banks

Thank you