INSITE OOH Media Platform

For banks, the figures always come first. Interest rates and returns are what matter most, with the customers usually being left to make sense of things on their own. MID Bank's current advertising campaign reverses this logic by emphasizing the possibilities opened up by these figures, following their previous OOH appearance.

Through its central phrase "We Work for Your Future", the campaign moves the spotlight from financial instruments and onto lifestyles that they are supposed to make possible. Instead of turning the attention on savings certificates, cards, and financial services as a whole, MID Bank makes a point of putting the customer at the center of its story.

In a series of creative executions, people are presented with various futures through different media. While one poster highlights a man comfortably watching the game from courtside at a tennis club, another features a younger customer surrounded by open skies and vast greenery. Moreover, there is a poster where people meet by the tennis court, adding to the emphasis on experience, community, and everyday dreams.

Financial planning does not have to be associated only with collecting money; it should also provide opportunities for people to make a better future possible. The most recent outdoor advertising campaign of MID Bank is all about how customers can use earning power in daily life.

This idea is especially apparent in the way the campaign handles credit cards for different customer segments. They just serve as supplementary details for a bigger picture of safety and future expectations.

The visuals of the campaign are characterized by the use of vivid color scheme, which includes the signature green of MID Bank in combination with outdoor scenes, natural lighting and open spaces. The overall feeling from this design is rather optimistic and forward-looking, thereby underlining the message of the campaign.

The choice of several age categories is equally important. Since MID Bank introduces various stages of life into its campaign, it becomes clear that this bank does not confine its efforts to only one type of a client – be it financial planning in order to build up wealth, plan for retirement or make better choices regarding your future.

While many financial institutions continue to appeal to their clients using the language of products and percentages, the recent campaign of MID Bank appeals to something much more familiar. Namely, to what the future percentage points could mean to you.

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.