Housing & Development Bank Takes Over Cairo’s Screens With a Loan Offer Starring Ahmed Abdelwehab & Mariam El Gendy
Housing & Development Bank’s newest outdoors campaign lands with the kind of clarity that works best in Cairo traffic: one message, repeated with confidence, and placed exactly where it counts. Prominently, this campaign also features Egyptian stars Ahmed Abdelwehab and Mariam El Gendy.
Visually, and following up on their last OOH ad, the campaign is also earthed. Bank interiors, casual body language, and authentic situations generate a far cry from common banking visuals. The screen elements do not exude a sense of urgency. They actually convey relief with a twist; no hidden fees, cashback, and a clear call number (19995), which remains constant throughout. The use of a subtle color palette on digital screens allows the message to come through.
Instead of the common approach of positioning through a single hero location, the campaign stretches from Ring Road and Mehwar Zayed to Mohandeseen, Rehab, El Batal, Salah Salem, Khamel, and Thawra through digital screen locations in Cairo and aims to follow commuters through their regular commuting routines. There appears to be a specific intent behind choosing these locations, where the residential areas and major roads where financial choices are the primary concern anyway.
Why this rollout succeeds is its understanding of the concept of scale as strategy. By engaging a massive digital screen network rather than standalone icons, Housing & Development Bank makes the offer inclusive, widespread, not exclusive or time-sensitive, simply available. It’s OOH that keeps pace with the pulse of the city, engaging the audience at the midpoint of the commute, the middle of the routine, the middle of the decision-making journey.
Housing & Development Bank's campaign is a refreshing reminder of the fact that, in some cases, the best course of action is simply to be everywhere – clearly, consistently, and at the right time. This campaign utlizies the familar faces of Abdelwehab and Gendy, using their appeal and charisma to reel people in and get them to notice (and focus) on the OOH ad.
You can learn more about this campaign’s budget, OOH kinds, locations, and more by visiting MOOH, Egypt, The Emirates OOH-dedicated analysis system, and Media Intelligence.
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