'Le­banese Born Ready’: A cam­paign that speaks vol­ume

A cam­paign that speaks vol­ume about the brand and the so­ci­ety it serves

ArabAd - - CONTENTS - G.A.

Banks in Le­banon seem to over­pop­u­late com­mu­ni­ca­tion plat­forms, par­tic­u­larly tele­vi­sion. How­ever, lately BLOM BANK in­tro­duced a dis­tinc­tive cam­paign with a new brand voice, and up­lift­ing mes­sages, de­pict­ing a pos­i­tive pic­ture of the so­ci­ety it serves. The new perky and high-spir­ited cor­po­rate film de­picts with quick wit and chirpy hu­mor some traits com­mon to the Le­banese peo­ple-like readi­ness, for­ward­ness, re­source­ful­ness etc.--by shar­ing fa­mil­iar sit­u­a­tions and re­lat­able mo­ments, while ac­knowl­edg­ing, “Le­banese are born ready.” By hav­ing an in­ti­mate lens on the Le­banese so­ci­ety and high­light­ing lo­cal in­sights, BLOM BANK looked to find a new ap­proach and story that would res­onate on a larger scale, re­fresh­ing the bank’ orig­i­nal plat­form ‘Peace of Mind’ and broad­en­ing its rel­e­vance through an ef­fec­tively short and catchy res­onat­ing tagline, ‘Le­banese Born Ready’. The cam­paign prop­a­gated across a mul­ti­tude of dif­fer­ent prod­ucts and ser­vices of­fered by the bank; each prod­uct or ser­vice was tack­led through an an­gle of both readi­ness and ‘Peace of Mind’. In to­tal, six ver­sions were pro­duced: the main cor­po­rate film, BLOM BANK Beirut Marathon; De-min­ing Pro­gram; Tech­nol­ogy; Ex­pan­sion and BLOM Shabeb. The six spots am­plify the mes­sage that be­comes pow­er­fully res­o­nant as a whole, as each spots enu­mer­ates what dis­tin­guishes the Le­banese peo­ple-- who never stop learn­ing, never stop want­ing to grow, never stop mov­ing and think­ing for­ward. They are con­stantly on the look out for what is next and make it hap­pen, and it goes on… all th­ese in­sights are il­lus­trated through light-hearted hu­mor­ous sit­u­a­tions that mock the fa­mil­iar. And this is why it works. The bank has put the best face of the Le­banese peo­ple for­ward through iden­ti­fi­able sit­u­a­tions. By do­ing so, it’s re­mind­ing them of their po­ten­tial and push­ing them to ac­cel­er­ate in life by of­fer­ing to par­tic­i­pate in their suc­cess story. The film is also pro­mot­ing a pos­i­tive be­hav­ior, a feel good be­hav­ior that can only cre­ate deep affin­ity with the brand. Such cam­paign in­stinc­tively pulls you on a gut level–one to­ward a sense of em­pow­er­ment. In an at­tempt at cel­e­brat­ing the Le­banese spirit, Blom Bank wants us to feel the pride and emo­tions that come along with be­ing Le­banese, but also this new brand cam­paign demon­strates and re­new the bank’s com­mit­ment to help reach peace of mind. Con­tained within those three words-’le­banese Born Ready’- was a cam­paign with a pow­er­ful mes­sage of hard work, per­sonal ma­tu­rity, and com­mu­nity en­gage­ment, help­ing the tar­get au­di­ence ex­ude the best pos­si­ble ver­sion of them­selves. Ob­vi­ously, BLOM BANK knows how to build con­nec­tion with its cus­tomers, by help­ing un­lock their po­ten­tial for greater ‘Peace of mind’. Per­haps the most im­pres­sive as­pect of this new film is how the bank and their agency, Im­pact BBDO, have man­aged to give the brand a cul­tural rel­e­vance with mes­sages

In every cor­po­rate cam­paign BLOM BANK con­ceives and works on, we try to think of the big­ger pic­ture and to de­liver a con­struc­tive mes­sage, aside from the mar­ket­ing edge any cam­paign should have. For our lat­est cor­po­rate cam­paign, ‘Le­banese Born Ready’, every TVC re­flected the val­ues the Bank shares with the Le­banese peo­ple. Is­abelle Naoum Head of Com­mu­ni­ca­tions and Sus­tain­abil­ity at BLOM Bank The BLOM cam­paign was one of the most ex­cit­ing pro­jects we’ve worked on in 2018. We fell in love with the project at first sight and knew this was not your av­er­age bank com­mer­cial. Th­ese spots are es­sen­tially a pos­i­tive re­minder that, de­spite ev­ery­thing, the Le­banese is quite unique and has qual­i­ties that are worth cel­e­brat­ing. Our col­lab­o­ra­tion with our home­grown di­rec­tor Amin Dora and in­ter­na­tional cin­e­matog­ra­pher Jan Prahl meant that the fi­nal re­sult was packed with lo­cal in­sights and pre­sented in highly aes­thetic vis­ual pack­age. Five shoot­ing days later, dozens of lo­ca­tions, 160 fresh faces, over 200 out­fits, two lamas, 50 dummy ba­bies, two cam­era units and a drone, our amaz­ing crew worked re­ally hard to make the process ef­fort­less, and the fi­nal re­sult even more ap­peal­ing than a de­li­cious plate of hum­mus!. Ray Barakat Ep/part­ner at Clan­des­tino Films

that could have last­ing im­pact on how we think about the Le­banese iden­tity and be­hav­iors. This ap­proach builds sto­ries that point out the pos­si­bil­ity for hu­man growth and even tran­scen­dence. The cam­paign finds its heart both in BLOM BANK’S new line, and in the pos­i­tive sen­ti­ment it trig­gers. Still, the ‘Born Ready’ mes­sage goes fur­ther than up­lift. Of course, putting a new, pos­i­tive sheen on mar­ket­ing is not an end in it­self. But re­ori­ent­ing the cam­paign story from the em­pow­ered “Born Ready” cit­i­zen to­ward “we are ready to ex­plore all your po­ten­tial to help this coun­try de­velop and flour­ish and be a source for ab­so­lute peace of mind” is a pow­er­ful ini­tia­tive in re­shap­ing our so­ci­ety for the bet­ter. It is a film that cer­tainly touches on the pa­tri­otic chord. If a com­mer­cial is go­ing to play hun­dreds of times on tele­vi­sion, be­fore its de­ploy­ment on so­cial chan­nels, this one is pretty ef­fec­tive. And it is not sur­pris­ing to see it re­ceiv­ing very high or­ganic en­gage­ment on the bank’s so­cial me­dia chan­nels since its launch. De­vel­oped by Im­pact BBDO in con­junc­tion with pro­duc­tion com­pany Clan­des­tino Films, the films were di­rected by the tal­ented Amin Dora, and edited with state-of-the-art tech­nol­ogy in Madrid, Spain.

For the ‘Le­banese Born Ready’ cam­paign, we aimed to high­light clearly the edge our peo­ple, the Le­banese, have by of­fer­ing an in­sight into how they be­have in re­al­ity. We de­signed our TVCS to speak to the Le­banese di­rectly and hon­estly, of­fer­ing re­li­able bank­ing so­lu­tions that suit their every need. Roy Chidiac Deputy Head of Com­mu­ni­ca­tions at BLOM BANK Just like every BLOM BANK cor­po­rate cam­paign, we wanted the 2018 cam­paign to be un­apolo­get­i­cally Le­banese. We dove deep into our au­di­ence, the Le­banese peo­ple, search­ing for a unique in­sight that makes them as re­source­ful as they are. This in­sight, matched with BLOM BANK’S wide ar­ray of prod­ucts and ser­vices, led to the Born Ready con­cept. Le­banon has al­ways been amidst a tur­moil of events, and no mat­ter what, the Le­banese peo­ple come out as vic­tors – sim­ply be­cause they were born ready for it. BLOM Bank, on the other hand, is a lead­ing Le­banese bank in­no­vat­ing and of­fer­ing ser­vices that cater to every Le­banese, get­ting them ready to take on the fu­ture, in pur­suit of the op­ti­mal goal, Peace of Mind. Con­cep­tu­ally, and once the match was made, we left no stone un­turned in the pro­duc­tion process, part­ner­ing with the best in Le­banon and abroad, to de­liver six ex­cep­tional films ham­mer­ing on the same com­mu­ni­ca­tion mes­sage. An­gelo Chami Ex­ec­u­tive Creative Di­rec­tor at Im­pact BBDO

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