Hard to Be­lieve, isn’t it?

ArabAd - - AD SPOT -

A hash­tag teaser cam­paign that rolled out across out­door me­dia through­out Le­banon has raised tremen­dous cu­rios­ity over what the brand and ser­vice be­ing ad­ver­tised re­ally are about. Passersby, who came across the copy lines writ­ten in a bold red font de­picted short brief state­ments that were para­dox­i­cal, be­came in­creas­ingly per­plexed and in­fin­itely more cu­ri­ous. Build­ing on the mys­tery of the claim, the pub­lic was left with a ba­sic hash­tag #Hard­to­believe push­ing those who wanted to know more to en­gage the cam­paign on­line. That very same ques­tion was passed around and raised an en­tire con­ver­sa­tion.

Con­sid­er­ing that hash­tag cam­paigns have been trend­ing for quite some time, in­cor­po­rat­ing this method into the ad was a stroke of ge­nius. On the one hand, it en­abled the au­di­ence to di­rectly con­nect with the brand. On the other, it al­lowed the client be­hind that brand to mea­sure per­for­mance across a mul­ti­tude of chan­nels. Arabad, in an at­tempt to shed light on the mat­ter, talked to M&C SAATCHI the agency be­hind the cam­paign com­mis­sioned by SGBL bank.

The of­fer, which was later re­vealed, is as cap­ti­vat­ing as the cam­paign it­self. In a bid to lend a hand to any­one wish­ing to pur­chase a home, the bank cre­ated an un­prece­dented financial as­sis­tance plan ti­tled ‘SOGEHOME BOOST’, which pri­mar­ily is a hous­ing loan that sees the bank par­tially re­im­burs­ing a set amount back to the client.

This in turn ce­mented SGBL’S prom­ise beau­ti­fully cap­tured in its slo­gan, “Let’s get things mov­ing”.

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