By the end of April, three Lebanese banks – Bank Audi, Creditbank, and BLC Bank – launched, one after the other, new mobile payment services, along with their respective campaigns. The first was Bank Audi, which launched its “Tap2Pay” Near Field Communication (NFC) mobile payment under the slogan “Turn your smartphone into a credit card”. In collaboration with advertising agency H&C Leo Burnett, the bank launched an integrated campaign including a series of TVCs, radio, and outdoor ads, introducing the new service and its advantages to the public, featuring that this payment method is faster than using cash or waiting for change. Aspired State is the advertising agency behind Creditbank’s campaign that features the bank’s Contactless Sticker mobile payment service. Unlike Bank Audi’s service that requires an NFC-enabled phone – which excludes iPhone users – Creditbank’s stickers can be used on any phone, since it is simply a credit card in sticker format that can be placed on any item. The TVC is built around the Arabic slogan “hek hek mlazza2 bil mobile”, which literally translates as “since you are already glued to your mobile”, thus highlighting the usage of the sticker. Simultaneously with Bank Audi and Creditbank, BLC Bank launched its mobile payment app “Hey”, in collaboration with advertising agency Phenomena. Under the slogan “join the revolution”, BLC bank introduces this new payment method to its customers through an explicative website http://www.heyblc.com, outdoor ad and TVC.
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