Campaign details

Brand: Mint
Brand owner: EGBank
Lead agency: FP7/CAI, Part of McCann Worldgroup
Country: Egypt
Industries: Banks
Media channels: Content marketing, Social media, Sponsorship - media
Budget: 1 - 3 million

Executive summary

In 2017, local bank EGBank boldly made a promise to Egyptian youth that it would be the first to take them seriously; setting expectations extremely high. The young truly believed that the bank would take them into account. But what was it about EGBank that made it youth’s only ally? Every other bank in the market had a youth segment catering to them. How would we be different?

We broke industry norms, again. This year, EGBank decided to not be a bank and, instead, launched an exclusive hub, called Mint, designed to help kickstart young people’s careers.

Market background and cultural context