2015 Winners & Shortlists

The Campaign

People do not need to imagine, wonder, or think of possible outcomes anymore. When they are in need of a mortgage, personal loans, and other financial services, all they need is to head to National Bank of Egypt.

The Brief

To raise awareness of NBE's services to consumers. The National Bank of Egypt’s services campaign was aired on TV three days into Ramadan in 2014. Instantly the campaign hit social media with more than 3 million posts on Facebook, more than 1,800,000 tweets on twitter, more than 150 YouTube parodies were reenacted by amateurs, famous online cartoonists animated their own version of the campaign, and Egyptian online celebrities spoofed the ad.

Results

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Execution

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The Situation

The holy month of Ramadan is a thirty day “Superbowl” of television reaching ninety million viewers. A very hard task to break through all that clutter.

The Strategy

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