BLOM Bank Takes it Back to the Roots in New ﻓﻜﺮ_ﺑﻠﺒﻨﺎن# Ad


BLOM Bank’s lat­est ad cam­paign invit­ing peo­ple to show­case their Le­banese pride by en­cour­ag­ing all things lo­cal made quite some buzz on­line dur­ing the month of March. Ti­tled ﻓﻜﺮ_ﺑﻠﺒﻨﺎن# [Le­banese for #Think­about­le­banon], the cam­paign was launched through a dy­namic TVC that was si­mul­ta­ne­ously up­loaded on­line on the bank’s var­i­ous so­cial me­dia chan­nels with the Ara­bic equiv­a­lent of “Le­banon de­serves that we think about it” as a cap­tion. The video did the best on Face­book, where it gar­nered sig­nif­i­cant en­gage­ment in a rel­a­tively short pe­riod of time, in­clud­ing 509 shares. The video was fol­lowed by a se­ries of still im­ages fo­cus­ing on spe­cific no­tions from the video un­der the same hash­tag. This one comes as the sec­ond most mem­o­rable Le­banese bank com­mu­ni­ca­tion/cam­paign this year fol­low­ing Bank Audi’s 6-episode ‘Café l Hay’ web se­ries [while quite dif­fer­ent in for­mat, both were mem­o­rable to the Le­banese au­di­ence for cap­i­tal­iz­ing on Le­banese val­ues/be­ing ad­e­quately cus­tom­ized for their tar­get au­di­ence]. If built upon wisely, this cam­paign can help lever­age BLOM’S pres­ence on other so­cial me­dia chan­nels than Face­book as well: cap­i­tal­iz­ing on the hash­tag in its Twit­ter com­mu­ni­ca­tion can lead the bank to en­gage more with the au­di­ence on the plat­form, while uti­liz­ing vis­ual ma­te­rial taste­fully in a way to ap­peal to In­sta­gram’s life­style-ob­sessed users can also help grow its fol­lower base.

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