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, we changed the target and the product and introduced The Expat Housing Loans.
We 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.
Emile Atallah Managing director Fp7 Bey
Tahaab Rais Regional head of planning Fp7 MENA
Carl Bou Abdallah Senior brand planner Fp7 Bey
Karim Kazan Executive creative director Fp7 Bey
Stephanie Koyess Art director Fp7 Bey
Jad Chamaa Art director EX Fp7 Bey
Wassim El Ghaoui Art director EX Fp7 Bey
Nassif Abou Aloula Business director Fp7 Bey
Ramzi Awad Senior account executive Fp7 Bey
Nada Tawil Head of group communication Byblos bank
Tatiana Nader Head of communication planning Byblos bank
Maia Maatalani Head of retail communication Byblos Bank