2020/2021 Winners & Shortlists

Background

NBE has a long standing history in the Egyptian market, thus over the years it has developed an old school and semi archaic perception which we needed to challenge in order to identify with the youth (by far the largest cohort in Egypt 70% of population under 30). We used a product launch (e-branch) to reposition the brand as a youthful bank that consistently pioneers change with digital banking innovation at their forefront. Developing a campaign that is not just intended to drive traffic to the new branches, but with a main objective to change the narrative on this traditional bank to a bank that stands strong in modern day society.

The Interpretation of the Challenge (30% of vote)

Our challenge was quite simply get an unbanked society (Egypt only has a 12% financial inclusion) to not only open an account with National Bank of Egypt but also understand the concept of an automated branch. In a country, where there is a general aversion towards technology especially when it comes to banking. We are much more comfortable with tellers than machines. So we needed to educate consumer on the benefits of banking, and provide them with logic on why "smart branches" are better. This product launch was a leeway to meet NBE's primary objective which is to resonate and relate to the younger generation, a generation thats very hard to speak to and be relevant to.

The Insight / Breakthrough Thinking (30% of vote)

Simplify the complicated with logic. Explaining how a smart automated branch works is quite hard to a cash-led unbanked society. We conducted a dip stick research and ran an online search trends report on what people understand on smart banking; and not to our surprise the answer was close to none. The mass generation of Egyptians have not yet been introduced to smart banking; only those that travel and bank abroad - which comprise a very small sect of the society. The breakthrough moment was when we realized that the easiest way to get through is just to explain the basics of smart banking, with a twist.

The Creative Idea (20% of vote)

So, the first automated smart branch in Egypt comes as a big surprise to everyone in the country. But who is in for the biggest surprise of them all? Bank robbers. We developed a comedy film revolving around a bank robbery with 3 masked thieves attempting a heist. But instead, they get a slap on the face instead... and hilarity ensues. The film was the first in the region to show bank robbers entering their bank in a commercial. Something not only brave but very effective to reach the youth and explain exactly how this smart branch works.

The Outcome / Results (20% of vote)

We received an 80% increase in visits post campaign; and over 5 million views on the campaign film in the realm of 3 weeks. The campaign met the overall objective of repositioning the brand with the youth segment. It ranked top 7th place for Most Positive Brand in the YouGov 2019 Brand Buzz Index and ranked top 4th in The Next Generation WOM within the YouGov 2019 Brand Buzz Index.