2018 Winners & Shortlists

THE CHRONICLES OF OUFA

Client/BrandEGBANK
Product/ServiceEGBANK
EntrantFP7/CAI Cairo, EGYPT
Type of EntryPractices & Specialisms
CategoryBrand Voice & Strategic Storytelling
Idea Creation FP7/CAI Cairo, EGYPT
Idea Creation 2 GOOD PEOPLE CONTENT Cairo, EGYPT
Media Placement INITIATIVE MENA Cairo, EGYPT
Production GOOD PEOPLE FILMS Cairo, EGYPT

The Campaign

EGBANK understood that the youth in Egypt are unaccounted for, so we decided to give them their first account! We would do so with the help of a character, a representative of the youth, a young chap by the name of Raouf Abdel Raouf, aka Oufa. Through Oufa, we would reflect the reality of this generation’s struggle for independence and turn him into an icon.

Execution

The campaign launched in a series of 13 short episodes, The Chronicles of Oufa, each episode unfolding a chapter and an insight into the world of Egyptian youth today. On both TV and online, we saw a Oufa get a share of comic neglect from those around him. Launching in batches across the duration of the campaign, the episodes kept the audience engaged, always wanting to see more of Oufa. The provocative story of our hero, and EGBANK’s role as the sole supporter, became the story the public yearned to discuss. Oufa as a representative of both the bank and his generation, became the person media moguls needed to interview. Featuring on ALL of Egypt’s PRIME TIME TALKSHOWS, Oufa, became an opinion leader. Through these interviews he discussed the struggles of the generation and explained how EGBANK was going to support them.

When we saw graffiti of Oufa’s face all over Cairo, when we saw Oufa on prime-time talk shows, when we heard him being interviewed on the radio, and when Egypt’s most renowned drama critic wrote about Oufa in the newspaper, we realized we succeeded! Banking in a whopping $800,000 in earned media, EGBank had made it to the headlines. The research showed that the awareness we targeted was achieved with flashing colors. Spontaneously coming as one of the top 5 banks to be mentioned by our target, and increasing Top of Mind awareness by 73%***. Most importantly, our sales team were thanking us. In fact, they threw a major party! In just 3 months, EGBank witnessed a 100% increase in the number of accounts opened the entire previous year! We were in business, not just show, but real, hard numbers were starting to prove that our campaign was effective.

The Situation

Early 2017, EGBANK’s brand tracker found that the bank was “unknown”. Awareness was negligible even when prompted. The bank stood for nothing to no one. As a tiny corporate bank, that’s all EGBANK needed, a few high wealth clients that kept them busy and profitable. But with a new vision for growth, EGBANK needed to become a household brand name, one with a distinguished story to tell. This campaign did just that. Placing EGBANK at the top of the list on awareness and giving the brand a story the entire country would debate, empathize and fall in love with!

The Strategy

Our strategy was to dare to take sides. We couldn’t afford to be diplomatic. We were going to provoke the “traditional” banking target and instead boldly support the youth. The truth is, the youth are often sidelined, taken for granted by their parents. Their roles in society are often those of the errand runners and their opinions are taken lightly. The bank was going to bring this unspoken insight to the forefront of its conversation, and in turn glorify the generation of unsung heroes. By doing so, the bank would emerge as the only savior.

Credits

Name Company Position
Ahmed Hafez Younis FP7/CAI Executive Creative Director
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 Producer
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 Production Manager
Nada Faied Good People Films Line Producer
Engy Emad Good People Films Production Coordinator
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 Lizard Colorist
Amr Rabei Lizard Editor
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