Under the supervision of Central Bank of Egypt, Meeza, an Egyptian National payment scheme is seeing the light on the billboards of Cairo; the banking service is developed to enables financial institutions to meet the consumers’ needs, making their payments on an ease whenever and however they want, featuring actor and rap singer Ahmed Mekky. The Egyptian government is no stranger to trying to reduce all-cash financial transactions with their previous OOH campaign stating that “Your financial transactions are no longer in cash”. This time the bar has been raised higher to offer a credit card that will ease your day-to-day transactions. The campaign is using celebrity branding marketing tactics, featuring actor, singer and Egyptian phenomenon Ahmed Mekky as the brand ambassador tailing the story of how the money transaction process evolved since the beginning of time till he reaches the current time. As for the ad copy, it states “Pay your bills and subscriptions while you’re sitting there”, adding that you can “Fulfill your governmental transactions”. The campaign popped up during the third week of November and can be seen on double-decker poles, mega-signs, uni-poles and billboards in various locations across Greater Cairo.
