INSITE OOH Media Platform

Can banking be a part of your summer plans? Banque Misr thinks so, joining the discussion on the streets with a new campaign promoting its BM Online application and certificates of deposits from the comfort of your beach house. They don’t want you sitting, waiting inside an AC-controlled bank; they’re encouraging you to enjoy the rest of the season and have your banking needs fulfilled through their mobile app. 

Visible all over the important roads of Cairo, the campaign focuses on delivering just one key point to the consumer - Banque Misr certificates can now be purchased from the application itself, offering annual returns of up to 19.25%.

Avoiding complicated terminology associated with bank accounts, the design of the billboard uses visual elements instead. A picture of the smartphone, where the application is running, is placed right in the middle of the poster, surrounded by water-based graphics, which immediately direct attention towards the huge interest rate percentage. They’re planning on the convenience of creating a certificate from the comfort of your summer plans, no need for a bank visit when you’re on vacation. 

Visually, the campaign pulls no punches, like they did in their previous OOH appearance with Yasmina El-Abd. The trademark maroon of Banque Misr is reserved for the bottom left corner, whereas gradient blue sweeps the background, creating an impression of banking solidity and allowing the numbers to stand out with their bright yellow color. The BM Online interface is still present on the poster, but not too much so as to convey the message of the company’s commitment to digital technologies without making it messy on the board.

Next comes the addition of a handwritten Arabic tagline: “Enjoy Your Summer”. It adds warmth to what would otherwise be the usual number-crunching campaign, complemented by the phone picture and conveying the new direction of bank’s business – you do not have to visit a branch anymore as your account can be managed from the comfort of your phone. In fact, you can enjoy your summer and create a certificate right from the beach.

The media plan supports the idea: through placing advertisements on the high traffic streets and commuting roads, repetition is guaranteed and creates strong impact before the driver even reaches the branch. In the highly competitive world of banking where everyone talks about digital apps and high yield savings, Banque Misr keeps things relatively simple: just one application, one product and a huge number.

To get more details about this campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.