Brand | EGYPTIAN GULF BANK |
Product/Service | FINANCIAL SECTOR |
Entrant | INITIATIVE MENA Cairo, EGYPT |
Category | Use of Social Platforms |
Idea Creation
|
FP7/CAI Cairo, EGYPT
|
Media Placement
|
INITIATIVE MENA Cairo, EGYPT
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
The Campaign
Understanding that a significant growth opportunity existed in the 90% of the population that was ‘un-banked’, EGBank’s research discovered that more than 70% of this audience were young Egyptians aged from 16-26yrs old.
Younger Egyptians mostly live with their parents until married. Too old for cuddles and child-like attention and too young for real responsibility and decision making authority, the youth’s place in Egyptian society is that of a second-class citizen. This is a generation that needs an ally.
The target audience was clear. The problem: young Egyptians hate banks. “Deceitful”, “dreaded errand”, “confusing”, “conniving”, were just a few words this target was saying about the industry.
Our audience profiling work discovered that young Egyptians are a generation that feels their opinions are not taken seriously and that they are not accounted for in Egyptian society. This is a generation waiting to be noticed, this is generation waiting to
Creative Execution
Our TV and video-based campaign came to life through a central character by the name of Raouf (otherwise known as Oufa) who helps highlight the daily struggles of young adults in Egypt in the most comical and insightful ways.
Oufa is an anti-hero. He’s an average university student who lives with family. Oufa is the perfect tool through which we tell our story and engage with our audience.
The campaign launched on TV and online with a series of thirteen 30sec episodes. Each episode chronicles aspects of Oufa’s daily life as he struggles through not being considered, being taken for granted and not receiving the recognition or respect he deserves.
In every episode there is an insight about his generation, only to reveal that unlike everyone else around them, EGBank would be the first to take Oufa’s generation into account by helping them open their first account.
IN JUST 3 MONTHS AFTER THE CAMPAIGN, EGBANK SOLD 100% MORE ACCOUNTS THAN THEY HAD DONE IN THE ENTIRE PREVIOUS YEAR!
When we saw graffiti of Oufa’s face all over Cairo, when we saw Oufa on prime time TV talk shows, when we heard Oufa being interviewed on the radio, and when Egypt’s most renowned drama critic wrote about Oufa in the newspaper*, we realized the campaign was a success. Even Amr Adeeb spoke about Oufa!
EGBank had made headlines across the country.
EGBank’s content generated 13,228,126 engagements at an engagement rate of 20%.
350,300 fans were recruited on our facebook page during the campaign.
Our target of increasing awareness by 50% was smashed.
We moved from being an unknown to a bank that achieved a top 5 ranking in a spontaneous brand recall study.
Top of Mind awareness increased by 73%***.
The campaign generated $680,000** in earned media.
Banking is changing its skin. It’s loosening up, taking off the tie and speaking to us in a language we understand.
EGBank is one of the few banks in the region that is aggressively pushing for this move, unashamedly making traditional bankers (and their customers) uncomfortable. For its relaunch, EGBank boldly broke the norms of “banking communication” as it dared to talk to a new target, in a new approach with a truth that not everyone wanted to hear. In just 3 months after the campaign, EGBank opened 100% MORE ACCOUNTS than they had done in the entire previous year!
Insights, Strategy and the Idea
BECAUSE NO ONE TAKES THIS GENERATION INTO ACCOUNT, EGBANK IS THE BANK THAT HELPS THEM OPEN THEIR FIRST ACCOUNT!
For the first time in Egypt’s history, a bank was going to take the youth audience into account by creating a relevant narrative that speaks directly to their needs and desires and then provide a product (their first bank account) that would empower and improve their lives.
To capture our TA’s attention and generate maximum awareness we needed to create a public discourse which would highlight that EGBank truly empathised with their situation; that they are a generation not given respect or responsibility.
The idea: polarize the two audience groups, and declare our allegiance to young Egyptians by publicly and proudly standing up for their interests.
These young Egyptians are the engine that will drive Egypt’s economy into the future…and they will need a banking partner to make it happen.
Credits
Adham Ayman |
Initiative MENA - Cairo |
Digital Director |
Mostafa AbouHussein |
Initiative MENA |
Digital Supervisor |
Sarah Khalaf |
Initiative MENA |
Senior Digital Planner |
Mohamed Attia |
Reprise MENA |
Performance Manager |
Ahmed Hafez Younis |
FP7/CAI |
ECD |
Amr haddad |
FP7/CAI |
Creative Director |
Mohamed Bary |
FP7/CAI |
Senior Copywriter |
Sherif Fouad |
FP7/CAI |
Art Director |
Hussein Diaa |
FP7/CAI |
Copywriter |
Hisham Nagy |
FP7/CAI |
Group Account Director |
Hatem El Rashidi |
FP7/CAI |
Account Supervisor |
Farid Sayed |
FP7/CAI |
Senior Account Executive |
Rania El Bakry |
FP7/CAI |
Head of Digital and Social Media |
Yasmine Kamal |
FP7/CAI |
Senior Digital Account Executive |
Naila Fattouh |
FP7/CAI |
Head of Strategic Planning |
Heba Radwan |
FP7/CAI |
Head of Film Production Department |
Omar Gawdat |
FP7/CAI |
Director |
Ali Ali |
Good People Films |
Director |
Pierre Mouarkch |
Good People Films |
DOP |
Begad Omran |
Good People Films |
Executive producer |
Mahmoud Derbala |
Good People Films |
Producer |
Mohamed Sabry |
Good People Films |
Mohamed Sabry |
Nada Faied |
Good People Films |
Line Producer |
Engy Emad |
Good People Films |
Production Coordinator |
Dzovig Torikian |
Good People Films |
Dzovig Torikian |
Renad Tarek |
Good People Films |
1st Assistant Director |
Nada Salama |
Good People Films |
2nd Assistant Director |
Assem Ali |
Good People Films |
Art Director |
Engy el Mor |
Good People Films |
Stylist |
Karim Mira |
Good People Films |
Colorist |
Links
Video URL