INSITE OOH Media Platform

BNPL platform (buy-now-pay-later) ValU has just released an attention-grabbing OOH advertising campaign to promote its "ValU Friday" event. This campaign by EFG Hermes also features the Egyptian actor Bassem Samra as its brand ambassador, with regard to this event after their previous OOH ad.

The campaign was unfurled on major roads’ billboards, with images of Samra in a stylish, confident pose, holding a smartphone open to the ValU app interface. The ad copy reads, "ValU Friday- Let’s Go’!”, which goes in line with Black Friday and positions ValU’s financial services as a way to spark savings amidst this high-consumption period.

They also add the second segment of the ad copy as a play on Samra’s popular phrase in the previous Ramadan series Al Atawla, which quickly turned into his catchphrase and meme. Meanwhile, Samra inserts a note of confidence and familiarity into the campaign in order to attract a wide variety of demographics looking for ease and affordability in financing.

ValU Friday is a seasonal initiative running on the tide of Black Friday sales as a global phenomenon. During the season, it offers exclusive deals and discounts where you can with a ValU credit card and their application, after a month without any fees via ‘Spark It’. Valu uses an iconic face, Bassem Samra, to connect better with locals and bring traditional consumers closer to the brand's offering of digital financial solutions.

This OOH campaign for ValU Friday reflects their strategy of embedding themselves in the local market through leveraging culturally resonant figures and timing around a season synonymous with shopping and discounts.

To gain more information about this campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.