1. BANK AUDI
Social Media at the intersection of Corporate
Social Responsibility and Credit Card Product
Launch
Loubnani Card from Bank Audi: Case Study
1

2. Index
I. About Bank Audi
• Bank Audi CSR Commitment
• Product and Innovation
• Audi and Digital Media
II. Social Media Background
• What is Social Media
• Why Social Media
• Importance of Social Media
• Figures
III. Case Study: Loubnani Card
• Concept
• Segmentation and Market Strategy
• Campaign
i. Traditional Channel 2
ii. Online and Social Media Channel

3. About Bank Audi

4. Bank Audi CSR Commitment
Bank Audi is a firm believer in the role of corporations in
supporting social and national causes
4

5. Product and Innovation
• In the past 6 six years, Audi Bank:
• Has a very active and exclusive Electronic Banking and card
Services Department
• Has launched 48 different card products addressing different
population segments, each of one meeting various consumer
needs and behavior
• Spearheaded the growth of the regional credit card industry
• Has been a pioneer in the use of electronic media in the
communication and support of its product offerings
5

6. Product and Innovation
6

7. Audi and Digital Media
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8. Social Media Background
8

9. What is Social Media?
Common social media marketing tools include
Facebook, Twitter, LinkedIn, Flickr and
YouTube as well as many independent subject
matter blogs
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10. Importance of Social Media
Importance of Social Media in general:
• Reach customers and build or maintain reputation
• Reach a broader range of consumers
• New tool for effective business marketing and sales
• Socializing and connecting friends, relatives and employees
• Available to anyone at little or no cost
• Usability
• Social media can be altered almost instantaneously by
comments or editing
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11. Importance of Social Media
Social Media vs. Traditional Media:
• Traditional media advertising is based upon the concept of
casting a wide net, hoping that you “catch” a few customers
• However, social media is “word of mouth” on steroids
• Social media brings with it the power of community
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12. Importance of Social Media
Social Media vs. Traditional Media in the Arab World:
• Around 56 million Arab internet users in the Arab world
• The announcement on 24 May 2010 that the social networking
site Facebook has more subscribers in the MENA countries than
the number of newspapers circulated in the region has
highlighted the dramatic surge in popularity of social media
in the Arab world
•
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13. Figures
Facebook:
• Facebook viewers in Lebanon: around 1 Million
• Facebook viewers in the Middle East: around 13 Million
• Facebook viewers Worldwide: around 500 Million
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14. Figures
YouTube:
Today, YouTube is the 3rd most popular website on the
Internet after Google & Yahoo
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15. Figures
Twitter:
Twitter is among the 30 most visited websites in Lebanon,
Qatar, Saudi Arabia
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16. Case Study: Loubnani Card

17. Let The Lira Have its Say!

18. Concept
To project our belief in a solid and powerful
economy, backed by a strong currency, we
created a concept based on the core
characteristics of the country, its people and
local currency
Therefore, we created the
“Loubnani” card which is inspired from those
characteristics and is considered to be unique in
both design and benefits offered.
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19. Concept
• The design
 The Loubnani logo is meant to look like a signature to
capture and represents the individuality of the Lebanese
charm
 The card has an embedded Lebanese Cedar scent; a
technique used for the first time which adds more flair to it
 The card comes in 5 attractive visuals representing
each a special scenery from Lebanon. The cardholder gets
the option to choose the design that meets best his own
perception of Lebanon’s most representative site
 To translate this concept into reality, we created a card with a
design inspired from the unique Lebanese identity and
benefits inspired from the content
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20. Concept
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21. Concept
• The benefits:
 The (Talk Lebanese) loyalty program
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22. Concept
• The benefits:
 The (Mizat Loubnani)
22

23. Selection of Communication Channels
Advertising Promotion Public Relations Personal Selling Web and Social Direct
Media Marketing
Print Adv. Premiums Press Kits Sales Banner Catalogues
Packaging Gifts Speeches Presentations Advertising Mailing
Inserts Sampling Seminars Sales Meetings Search Engines Telemarketing
TVC Fairs Annual Reports Incentive Programs Trust Based Internet
Brochures Tradeshows Charity Samples Advisors Branch
Poster Exhibits Sponsorships Fairs Internet Portal
Directories Demonstration Publications Tradeshows Social Media
Billboards Loyalty Community Relations Telephone Mobilization
Display Signs Free Standing Lobbying Campaigns
Points of Inserts In-house magazine
Purchase Events
Logos
Symbols
Trade Dress
Product Placement
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24. Campaign
Communication was through two main channels
i. The traditional media channels
 General Audience, Direct Sell
ii. Online and Social media channels
 Youth, Patriotism and the Loubnani Profile
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25. Campaign
We created a campaign entitled: “Let the Lira
have its say” denoting that
people should use our country’s local currency
and support it by using the “ “Credit
Card billed in LBP
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26. i. Traditional Media - Billboard
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27. i. Traditional Media
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28. i. Traditional Media – Press Ads
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29. i. Traditional Media – Press Ads
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30. i. Traditional Media – TV Ad
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31. ii. Online and Social Media Channels
 Therefore, in order to reach a wider
target and create a buzz, We need to use
Social Media
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32. Step 1 – TVC on Youtube & Facebook
Fan Page
• As a first step we published TVC on YouTube,
where we uploaded the TV ad and watched the
comments and reviews skyrocket.
• We created a Facebook fan page
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33. Step 2 – The Lira Pledge
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34. Step 3 – Facebook and Twitter
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35. Step 4 – Creating a Microsite
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36. Step 4 – Creating a Microsite
A) First Game: Lira wara Lira
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37. Step 4 – Creating a Microsite
B) Second Game: Locate & Win
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38. Step 4 – Creating a Microsite
C) Third Game: My Vintage Photos
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39. 39

40. 40

41. Step 5 – Create a Twitter Account
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42. Loubnani Brand: Socially Activated
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43. Moving Forward- Loubnani
Majority of Regional
International Banks
Banks
Audi
Bank:
Loubnani
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44. Thank you