INSITE OOH Media Platform

Mylo, a practical, everyday buy-now-pay-later solution, opts for clarity in this outdoors campaign in Cairo, putting its value proposition front and center for Egypt’s OOH audience.

With the recent D/OOH installation, Mylo is positioned as a utility buy now pay later service with a strong blue background, giant Arabic typography, and a smartphone interface at the forefront to convey one thing clear as day: you can buy now and pay later, almost anywhere. 

The key message “Buy “now, pay latter” is accompanied by an even stronger proof point below it, which is that they have "over 5,000 points of sale throughout Egypt." The billboard advertisement chooses not to focus on the lifestyle aspect but rather on the brand logos that map where Mylo extends its reach. 

Centered in the composition is the Mylo app interface, accompanied by a galaxy of familiar retail and lifestyle brands, which communicates breadth and familiarity, and relevance in everyday life. The brands featured on the Mylo billboard are:  B.TECH, Activ, Zahran, Tomato, Town Team, Carina, Tie House, Chataty, Tornado, Miami Centre, and Tefal. The presentation is does not feel cold or clinical and does not need to deconstruct itself or fintech jargon.

Supporting this platform is B.TECH, which is indirectly shown through familiarity and co-branding. This information is important in giving Mylo credibility, in particular in an industry where trust is not an option.

On a visual note, the billboards communicate effectively at a distance through their use of high contrast, minimal copy blocks, and simple hierarchy. The color mix of pink, blue, and yellow dials up the fun on the billboards, making Mylo feel familiar, cheeky, and trustworthy, like a cherished friend. The visual message here doesn't ask people to envision a better future—it shows them how to pay for what they already want. This is advertising for finance that feels kind of rooted in actual behavior: shopping, paying, and then moving on.

Find out more about this OOH campaign, formats, locations, and more by visiting MOOH, an OOH-dedicated analysis system, and Media Intelligence in Egypt and the UAE.