Hard to Believe, isn’t it?

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”.