INSITE OOH Media Platform

The billboards of Cairo just lightened up with the vivid energy of ValU, the leading BNPL platform in Egypt, as it reveals its ValU Friday campaign. The outdoor spectacular effectively captures the core of smart shopping in a witty, relatable, and truly visually engaging way.

The campaign, which has taken over several prime outdoor locations across the city, is promoting ValU’s limited-time offers with the catchy Arabic line which translates to “ValU Friday. The Most Reduced Reductions.”

This funny arabic line plays into the collective excitement and urgency that sweeps through shoppers the moment the sale season hits, perfectly aligned for Egypt’s Black Friday craze. Each billboard in the campaign offers a snapshot of everyday enthusiasm, from a woman caught enthusiastically curling her hair using a hot tool, to close-ups of online shopping scenes illustrating the rush of finding great deals through ValU. The brand cleverly positioned itself not just as a payment solution but as an enabler of shopping, and the ultimate tool for those who want to enjoy discounts without financial stress.

The creative direction is visually sharp, balanced between simplicity and engagement. The top billboards show ValU's digital interface on a smartphone, in clear communication of its access and ease of use. The continuity of the orange ValU brand palette makes for instant recognition, while the real-life reactions add warmth, humor, and relatability to the campaign.

The tagline "ValU | Shop It" reinforces the brand positioning as the go-to companion for smarter spending, merging lifestyle, convenience, and finance into one seamless experience. By keeping the copy short and visually direct, ValU ensures the message lands instantly with passersby, an essential factor for outdoor advertising effectiveness.

Moreover, the timing of the campaign aligns with Black Friday season for maximum relevance and consumer recall. As shoppers across Egypt prepare to splurge, ValU positions itself as the smarter choice. 

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