2020/2021 Winners & Shortlists


Product/ServiceDEBIT CARD
CategorySponsorship & Brand Partnership
Media Placement MINDSHARE Cairo, EGYPT
Additional Company ALEXBANK Cairo, EGYPT

Why is this work relevant for Brand Experience & Activation?

In a category where all services are of minimal appeal and benefits are very vague, Alexbank decided to break free of the stereotype by creating an offering that doesn’t just tap into a consumer’s need, but also provide an ultimate experience to a consumer who seek experiential products & services. Alexbank partnered with Liverpool Football Club (LFC) and Mohamed Salah as an ambassador, to promote their product usage as the keyway to get the closest to the experience of their dreams. 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 boost cards usage and increase issuance, Alexbank needed to appeal to the youth 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 (20% of vote)

Our main objective was finding a true unique incentive that encourages our target not only to issue Alex Bank’s cards, but also be excited using them. We created a new cards range that gives its holder strong motive to issue and use; a status card that gives access to not so accessible experience. An offering that answers to a consumer who craves experiences. We partnered up with Liverpool Football Club (LFC), a club that became more popular than the national team after having the Egyptian king on-board; Mohamed Salah, who became Egypt’s inspiration and a representation of limitless possibilities. The bank introduced a range of LFC branded debit cards, featuring Mohamed Salah, which gives a chance to win a trip to LFC and watch the matches, the more frequent the consumer uses the cards.

Describe the strategy (20% of vote)

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. They’re the enthusiasts and the dreamers, who want to be in the heart of the social happenings and want the best out of all experiences. When it comes to their interests, football lies in the heart of it, its embedded in their culture. They grew up in the age where Salah was seen as a hero. Our approach came to leverage on the consumers’ dynamic behaviors in favor of the brand's interest. Offering what’s beyond the product and being experiential are the magical key words that never fail to grab the target’s attention. With a promise of “A world of real possibilities”, we created an unconventional experience that was more than what they dream of.

Describe the execution (30% of vote)

In order to best introduce the cards, we utilized all touch points. Starting off by announcing our proposition with a film featuring the man himself; Salah. We took him out of the abused "inspirational figure" and aimed to appeal to the dreamy nature of our target, by showing a daydream of a winner becoming best friends with 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 preparing give away's from 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

List the results (30% of vote)

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