LE­BANON’S SMES IN THE SPOT­LIGHT

ArabAd - - WHO DID WHAT -

With around 90% of its pri­vate sec­tor com­pris­ing small to medium-sized busi­nesses, Le­banon is a coun­try that is truly de­fined by them. These small en­ter­prises em­ploy more than 80% of the coun­try’s work­force and are a vi­tal con­trib­u­tor to its GDP, which means they con­trib­ute largely to Le­banon’s di­ver­sity and de­vel­op­ment. Yet, for all the sup­port they pro­vide the coun­try, they do not get the sup­port they de­serve. In an en­vi­ron­ment filled with ob­sta­cles (from in­fras­truc­tural to fi­nanc­ing op­tions) that hin­der their sur­vival and suc­cess, it is no won­der Le­banon’s SMES, re­gard­less of their im­mense po­ten­tial, of­ten feel in­signif­i­cant, powerless and ig­nored.

As SMES form the back­bone of the coun­try’s econ­omy, Leo Bur­nett un­der­stood that cre­at­ing a cam­paign to ad­dress them is, in fact, to be in con­ver­sa­tion with the ma­jor­ity of Le­banon’s pro­fes­sion­als. This is why it was im­por­tant to launch a mes­sage that is na­tion­wide, res­onates with the ma­jor­ity of Le­banese, and talks to all small busi­nesses, from the tra­di­tional to the more mod­ern, and across in­dus­tries and ex­per­tise.

“We wanted to com­mu­ni­cate that Bank Audi, recog­nises the im­por­tance of these small busi­nesses to the coun­try and, be­cause of this, has re­designed SME Bank­ing around their spe­cific busi­ness needs. Be­cause what Oc­to­ber 2016 does it re­ally mean to be a small busi­ness? It means to be a source of strength, a force with un­lim­ited po­ten­tial,” ex­plains Leo Bur­nett creative team.

To achieve this, the team drew from Leo Bur­nett’s 'Hu­mankind' phi­los­o­phy, a think­ing process fun­da­men­tally based on echo­ing real hu­man in­sights that stem di­rectly from the au­di­ence. In this par­tic­u­lar case, it was based on the in­sight that Le­banon’s SMES, al­though per­ceived as small, are in fact for­mi­da­ble, hold great po­ten­tial, and have an im­mense im­pact on the coun­try.

The con­cept of the cam­paign fo­cused on chal­leng­ing the def­i­ni­tion of what a 'small' busi­ness is. The agency part­nered with Clan­des­tino Films, with a beau­ti­ful and very per­sonal in­ter­pre­ta­tion by di­rec­tor

Wis­sam Smayra.

For the out­door cam­paign, Bank Audi wanted to com­mu­ni­cate its be­lief in SMES and the pos­i­tive rip­ple ef­fect that each busi­ness, as small as it may be, has on the com­mu­nity and on hu­man lives. The fo­cus was vis­ually put on the work­ing hands be­hind ev­ery small busi­ness, vi­su­als that were del­i­cately framed by pho­tog­ra­pher

The re­sult is a launch cam­paign all par­ties trust has achieved its goals and won peo­ple's hearts. The agency is look­ing for­ward to de­vel­op­ing the cam­paign even fur­ther in the fu­ture.

Pa­tri­cia Yam­mine.

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