In 2016 the Lebanese housing market had reached near saturation, with every resident who could afford to buy a house, already owning one, and with less homes being sold across Lebanon, and less housing loans being taken in the country, all of this wasn’t good news for Byblos Bank, given that it was launching its new housing loans – with lower interest rates and special benefits. With 5 times-more Lebanese living abroad, than in Lebanon, and more than 50% of them wanting to move back home to Lebanon one day, the opportunity to grow was in targeting Lebanese ex-pats abroad, and since, Lebanese in Lebanon were not potential volume drivers, to sell and promote these new housing loans, they changed the target and the product and introduced The Expat Housing Loans. They targeted Lebanese expats, through an integrated campaign, timed during the summer holidays when they were returning home or had returned home, and reminded them about the many emotional, nostalgic and personal reasons to own a home, in Lebanon, their home country, with one of those reasons being Byblos Bank’s expat housing loans.
MANAGING DIRECTOR: Emile Atallah
REGIONAL HEAD OF PLANNING: Bey Tahaab Rais
SENIOR BRAND PLANNER: Carl Bou Abdallah
EXECUTIVE CREATIVE DIRECTOR: Bey Karim Kazan
ART DIRECTOR: Bey Jad Chamaa
BUSINESS DIRECTOR: Bey Nassif Abou Aloula