Imagine walking down a busy street in New Cairo, the city's modern architecture reflecting the midday sun. Suddenly, your attention is drawn to a large billboard featuring a well known face, Akram Hosny, the beloved Egyptian actor and comedian. He's not telling jokes this time; instead, he's holding a stack of cash, a smartphone in his other hand, and pointing towards a large number, 23%. This is Mashreq Bank's latest OOH campaign, promoting its Mashreq Neo accounts and their impressive savings rate. Mashreq Bank has launched this prominent OOH campaign in Cairo, utilizing large billboards to showcase the benefits of its Mashreq Neo accounts. The campaign features Akram Hosny, a popular figure, aiming to connect with a broad audience. The visuals are designed to be straightforward and informative. The Mashreq Bank logo, featuring a stylized sun symbol and the word Mashreq, is prominently positioned, ensuring brand recognition. The Mashreq Neo logo, with the tagline Rise every day, is also displayed, reinforcing the brand's identity. The central message of the campaign is the 23% savings rate, presented in a large, bold font to immediately grab the viewer's attention. The Arabic phrase Saving with Mashreq Neo, is also featured, along with with 23% return on your account balance. The campaign also includes the phrase Knowing your mind,, which appears to be a playful term associated with suitable services for customers. The visuals include an image of Akram Hosny, dressed in a casual jacket with dollar bills visible, holding a phone, which suggests the digital nature of the Neo accounts. Mashreq and Akram Hosny are highlighting the substantial savings rate, Mashreq Bank aims to attract new customers to its Mashreq Neo accounts. The combination of celebrity endorsement, clear messaging, and prominent branding effectively conveys the campaign's message to the target audience in Cairo. Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
