Campaign details

Brand: Emirates NBD Egypt
Brand owner: Emirates NBD
Lead agency: Momentum Egypt
Country: Egypt
Industries: Banks
Media channels: Content marketing, Direct marketing, Events & experiential, Livestreaming, Mobile & apps, Online display, Point-of-purchase, in-store, Social media, Websites & microsites, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

With Egypt's political and economic instability, youth, who constitute 53% of the country's population, are the future. But with no bank catering to the youth, in 2016 Emirates NBD, a young bank in Egypt, launched Egypt's first fully-serviced youth banking product, believing in the potential of youth.

In 2017, during Ramadan, the Super Bowl of advertising in Egypt, we needed to make our youth banking package famous, amid an onslaught of copycat packages from other banks. We cut the bank talk and talked youth, acted as an older friend, a friendly mentor who gave a genuine damn about youth and their anxieties today, and created 'Dear Younger Me…', sharing messages from 35- to 40-year-old Egyptians to their younger selves, to encourage today's youth to do what they love doing.