Lucky To Be Young, a com­mu­ni­ca­tion plat­form for youth

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Re­cently, Banque Libano-française (BLF), along with its cre­ative me­dia part­ners’, M&C Saatchi, Op­ti­me­dia and BORN In­ter­ac­tive, has drafted a flex­i­ble com­mu­ni­ca­tion strat­egy, adapt­able to emerg­ing trends. Case in point is the Lucky To Be Young plat­form al­low­ing young gen­er­a­tions from birth to the age of 25 to en­joy var­i­ous ben­e­fits of­fered by BLF.

As "A part­ner for the Am­bi­tions", BLF has been plac­ing the bank’s clients at the heart of their ac­tiv­i­ties, of­fer­ing a range of prod­ucts and ser­vices tai­loured to the needs and de­sires of var­i­ous con­sumer groups, as well as shift­ing from be­ing prod­uct cen­tric to cus­tomer cen­tric", ex­plains Ta­nia Rizk, Head of Group Communications and Cus­tomer Ex­pe­ri­ence at BLF. “A cus­tomer sat­is­fac­tion study con­ducted by IP­SOS in 2015 re­sulted once again in an im­pres­sive rate of 94% of clients sat­is­fied”, she added.

Tar­get­ing Young Gen­er­a­tions

How­ever, shift­ing bank fo­cus to youth doesn’t nec­es­sar­ily en­tail re­cip­ro­cated in­ter­est. In fact since young gen­er­a­tions are the dig­i­tal na­tives, their me­dia con­sump­tion tends to be on­line through con­tent and sto­ry­telling from dif­fer­ent plat­forms. They have less affin­ity to­wards in­tru­sive in­for­ma­tion com­ing from tra­di­tional means of com­mu­ni­ca­tion…. How, then, has this com­mu­ni­ca­tion gap been bridged?

BLF suc­cess­fully an­swered this ques­tion by en­gag­ing youth through a com­mu­ni­ca­tion plat­form solely ded­i­cated to them. By con­duct­ing ex­ten­sive mar­ket re­search and cus­tomer eval­u­a­tions and sur­veys, BLF was able to iden­tify the us­age habits, needs and short­com­ings of each young age group (0–13, 14–17, 18+) to bet­ter un­der­stand what youth ac­tu­ally wanted.

Iden­ti­fy­ing the needs of young peo­ple and propos­ing ap­pro­pri­ate re­sponses through the Youth Pack­age in 2010 was a start. How­ever, it was not enough for BLF. They were de­ter­mined to de­vise the best, most ef­fec­tive way of com­mu­ni­cat­ing their youth prod­ucts and ser­vices. Since it is self-ev­i­dent that com­mu­ni­ca­tion be­gins with lan­guage, BLF favoured a re­la­tional ap­proach with youth and de­vel­oped Lucky to Be Young, an anony­mous dig­i­tal and events plat­form that has proven to be a very ef­fi­cient com­mu­ni­ca­tion tool.

New chan­nels for a new gen­er­a­tion

"Lucky to Be Young was launched with the aim of pro­mot­ing di­a­logue by bring­ing young peo­ple to­gether via a se­ries of events and ac­tiv­i­ties com­mu­ni­cated through pop­u­lar so­cial me­dia net­works like Face­book, Twit­ter, and In­sta­gram." ex­plains Rizk.

The bank’s Communications Divi­sion covertly pulled all the strings. With­out re­veal­ing their iden­tity, they cre­ated Lucky to Be Young fan pages on all so­cial me­dia sites tar­get­ing all cat­e­gories of vir­tu­ally ac­tive youth. All con­tent that en­gaged youth and mo­ti­vated them to con­tinue the dis­cus­sion, was pub­lished. Through this vi­ral com­mu­ni­ca­tion plat­form, BLF ap­pealed to in­flu­en­tial fig­ures such as con­tem­po­rary pop mu­sic group, Ado­nis, and the pop­u­lar food, travel and de­sign blog­ger, Bread­on­but­ter.

The still anony­mous BLF didn’t rest on their lau­rels. In ad­di­tion to on­line com­mu­ni­ca­tion chan­nels, they also or­gan­ised var­i­ous events such as moun­tain hikes in co­op­er­a­tion with Ja­bal Moussa’s lo­cal NGO (As­so­ci­a­tion for the Pro­tec­tion of Ja­bal Moussa), a pri­vate Mashrou’ Leila con­cert, and a com­edy show head­lined by Nemr Bou Nas­sar.

The bank achieved a tour de force with Lucky to Be Young. By ap­proach­ing the young com­mu­ni­ties, speak­ing their lan­guage, and pro­vid­ing them with use­ful tips in terms of bud­get man­age­ment, as well as the means of ex­pres­sion and en­ter­tain­ment that they sought, BLF suc­cess­fully man­aged to build a youth net­work us­ing on-off­line chan­nels. Lucky to Be Young mo­bilised 50,000 fans who “liked”, “shared,” and “com­mented” on hun­dreds of pub­lished posts. To­day, thou­sands of th­ese same fans wear Lucky to Be Young bracelets and have par­tic­i­pated in var­i­ous events and com­pe­ti­tions or­gan­ised by the bank. By plac­ing them­selves in the shoes of the young, BLF man­aged to build a com­mu­nity and gar­ner cap­i­tal sym­pa­thy.

The bank fi­nally pub­licly re­vealed that it was be­hind the Lucky to Be Young ini­tia­tive, which be­came a suc­cess­ful sub-brand by BLF own­ing a unique iden­tity, con­se­quently group­ing a huge di­ver­si­fied com­mu­nity of youth un­der its um­brella. It has in­deed demon­strated BLF’S adap­tive ca­pac­ity to re­spond to mar­ket needs, in ad­di­tion to their ex­per­tise when it comes to de­vel­op­ing suc­cess­ful tools to con­nect with their tar­get au­di­ence.

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