2020/2021 Winners & Shortlists


Product/ServiceDEBIT CARD
CategoryExcellence in Partnerships in Talent
Media Placement MINDSHARE Cairo, EGYPT
Additional Company ALEXBANK Cairo, EGYPT

Why is this work relevant for Entertainment?

Among a clutter of celebrity endorsements and brands’ partnerships, it’s difficult to spot a collaboration that turns around the consumer’s perception and usage of products or services. Consequently, Alexbank aimed to create a meaningful partnership that doesn’t only excite the consumer but also encourage purchase and recurrent usage of their product. Alexbank partnered with Liverpool Football Club (LFC) to provide the full experience of their dreams and Mohamed Salah as an ambassador to captivate the right audience and promote their product. It was able to demonstrate “A World of Real Possibilities” through providing their consumers a not so possible experience.


In a country where cash remains king, cashless transactions account for only 4.4% of Egypt’s GDP. Banks are struggling to promote their cards offerings and appeal to a target that is still distrustful of cashless transactions. That said, and with the country’s vision of a cashless economy, banks in Egypt are pressured to encourage consumers towards using their cards, by offering diverse products and programs that became redundant without proving effectiveness; all falling into the same points scheme incentive approach that offers nonattractive rewards in an attempt to encourage usage. Alexbank had to find a way to break the clutter and stand out with its offering. With the objective to boost card usage and increase issuance, Alexbank needed to appeal to the consumers and change the intimidating perception Egyptians have for banks, while staying true to its brand promise “A World of Real Possibilities”.

Describe the creative idea

In order to break through a clutter of undifferentiated cards offerings, we wanted to create a strong motive behind purchasing and using our cards against competition. Alexbank partnered with Liverpool Football Club (LFC), a club that became more popular than the national team after having the Egyptian king onboard; Mohamed Salah, who became Egypt’s inspiration and a representation of limitless possibilities. While lots of brands use and abuse Salah, we wanted to turn around the endorsement scene by creating a product that stands for our brand promise and leverages on our partnership; thus making Salah & LFC the faces of a whole product experience. The bank introduced a range of LFC branded debit cards, featuring Mohamed Salah, which gives a chance to win a trip to LFC the more frequent the consumer uses the cards.

Describe the strategy

Our target, Millennials, are now taking a new shape in society since they now take up 40% of Egypt’s work force. They dominate the purchase power and are entitled to their purchase decisions. When it comes to their interests, football lies in the heart of it, its embedded in their culture. Strategically, we partnered up with LFC in order to provide our consumer with a 360 experience. Further building on the partnership, choosing Salah came as a tool for communicating and reinforcing the value of trust which lacked amongst the category and its promotions.

Describe the execution

In order to best introduce LFC cards, we utilized all touchpoints. Starting off by announcing our proposition with a film featuring the man himself; Mo Salah. We took him out of the abused context of being an inspirational figure and aimed to appeal to the dreamy nature of our target, by showing a daydream of a winner becoming best friends salah on his trip to Liverpool. Taking it on-ground, we hosted several exclusive experiences for our LFC cardholders, recreating a stadium-like venue for them to watch LFC matches and engage in other entertaining activities, as well as giving away official LFC merchandise. Finally, we announced the winner who got the chance to live the dream, starting off with the VIP travel and accommodation, an exclusive private tour at Anfield, attending an LFC match and finally going back home with a signed jersey from Salah himself to remember the experience with.

Describe the outcome

People went crazy, with Facebook reach reaching 15.6 Million users and total engagement reaching 14.6 users. People connected with the brand positively, amounting up to 29% of the total category’s positive communication sentiment. Business results also skyrocketed with cards portfolios showing a growth of 192%, domestic spending 364% and cross-border spending 351%, demonstrating just how much an experiential approach can encourage a target who’s reluctant to use bank services to become an active user, who enjoys using Alex Bank cards. And so, you never know what the next swipe with your Alex Bank card, might lead to next. Keep dreaming!


Name Company Role
Mai Azmy JWT Cairo Agency Managing Director
Hassan ElSada JWT Cairo Agency Deputy Managing Director
Mohamed Fouad JWT Cairo Creative Supervision
Mohamed El Ayat JWT Cairo Creative Lead and Copy Writing
Sherif Adel JWT Cairo Creative Lead and Art Direction
Hisham Ghamrawy JWT Cairo Business Director
Mariam El-Gammal JWT Cairo Account Manager
Sonia Nabih JWT Cairo Account Executive
Mayar Rashad Wunderman Thompson Agency Head of Production
Hadeer El Sheikh Wunderman Thompson Cairo Agency Producer
Ahmed Hussein Freelance Director
Tarek Nojara Nojara Productions Executive Producer
Omar Hamdy Nojara Productions Line Producer
Reham ElSawy Mindshare Media Agency Managing Director
Galal Oraby Mindshare Media Agency Media Director
Social Media URL