INSITE OOH Media Platform

Because you’re already paying enough, Housing & Development Bank is offering a “No-deduction loan”, a loan with zero administrative fees and cashback up to EGP 100,000, so you can buy what you want without extra cost spread all over Cairo’s billboards.

The campaign shows up with one clear promise: you don’t need to overthink your loan anymore. The message covers all retail loans, including personal loans with or without salary transfer, installment-based loans, and pension loans, with cashback varying depending on the loan type and amount, and HD Bank brings Mariam El Gendy, Ahmed Abdel Wahab, and Mohamed Moula into everyday situations making the loan feel simple, relatable, and actually useful to boost the campaign more.

This comes around four months after the bank’s last OOH presence, and rather than promoting banking services in general, this campaign is built around one strong consumer insight: people are tired of hidden fees. So the communication strips everything down to one headline, one benefit, and one decision. And instead of pushing banking services broadly, the campaign zeroes in on a very specific offer. It puts retail loans at the center, removing administrative fees altogether and adding cashback up to EGP 100,000 so the message isn’t about “taking a loan,” but about making the loan itself easier, cheaper, and more straightforward. One headline, one promise: borrow without the extra costs.

Visually, the layouts stay simple as you can see the bold green headlines carrying the offer, product details sit clearly underneath, and the celebrities act as support rather than the main attraction. You read it in seconds, understand it instantly, and move on, which is exactly how roadside advertising should work.

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.