Brand owner: EGBank
Lead agency: FP7/CAI, Part of McCann World Group
Media channels: Content marketing, Online video, Social media, Television
Budget: 500k - 1 million
As one of the smallest banks in Egypt, EGBank was on an aggressive growth trajectory. It needed the biggest bulk of Egyptians' help: the youth! As 60% of the population was under the age of 30, EGBank knew that this segment was the future.
The challenge was to turn this unbanked, uninterested target into loyal EGBankers. They needed to feel that this was their bank, and theirs alone. And so, the brand decided to take a few risks and, rather than launch a traditional campaign that sold products and services, it decided to tell a true human story of a young man called Oufa. A man who let us into his daily struggles for independence and allowed us to showcase his strife in a series of episodes that unfolded across the entire duration of the campaign.