Madame Rosoum/Mrs. Fees is officially revealed! Banque Misr has launched its newest outdoors ad in Cairo, and it's a feisty one. The bank has conceptualized administrative fees as a diva going on vacation in its latest advertisement, following its prior OOH ad which teased the character. Say hello to Madam Rosoum (translating to Mrs Fees), played by Egyptian actress Laila Ezz El-Arab, who is now on a 60-day leave, giving customers a break from paying any administrative fees on personal, auto, or real estate loans. The visuals are a sun-kissed escapism, aligning with the multi-channel campaign via social media and TV. Whether she's at the airport, radiant in retro orange dress and flower hat, or poolside in floral best, Madam Rosoum is clearly booked and busy— just not with your paperwork. The tagline Madam Rosoum is on leave for 60 days is stamped across visuals, turning what could have been a stodgy bank notice into a running joke. The creative direction leverages the actress’ reputation for playing stylish, sassy women, the kind of woman to bring this fictional character to life. The banking billboards dot Cairo's main highways and city streets, from Sixth of October bridges to the Corniche, and even under flyovers in Zamalek. The placement ensures optimal visibility in both commuting-heavy zones and residential hotspots, catching the eye of drivers and pedestrians alike. In loud colors, with readable script and a well-known quirky face, Banque Misr makes a strong case for why administrative fees just need a break every once in a while. To capture more information about this campaign, check out MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.
