Campaign details
Brand: EGBankBrand owner: EGBankLead agency: FP7/CAI, Part of McCann World GroupCountry: EgyptIndustries: BanksMedia channels: Content marketing, Online video, Social media, TelevisionBudget: 500k - 1 million
Executive summary
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...