EFG Hermes Holding S.A.E. (Egyptian Financial Group Hermes Holding Company) is an Egyptian financial services company present in the Middle East, North Africa, Sub-Saharan Africa, and South Asia regions. One of the subsidiaries of the financial service provider is Valu which is an installment plan mobile app that helps you purchase your wants and needs at affordable monthly payment plans  

The last appearance for Valu in the streets of Greater Cairo using out-of-home advertising was just last month, with November 2022’s two back-to-back campaigns. The first OOH campaign was a TBD campaign informing OOH viewers “not to go shopping on Black Friday”. EFG Hermes’ Valu then launched its second outdoor reveal campaign promoting the special “30% cashback” offer.  

With the FIFA World Cup being the most awaited tournament that takes place every four years and as the tournament is taking place for the first time in the Middle East, Valu decided to share these joyous moments with the football lovers out there by raising awareness on how “You should not miss out on the FIFA World Cup moments” and watch the football matches with your loved ones at both Valu Arenas, which are located at Open Air Mall at Madinty and Gateway Mall at Rehab city. As there are a lot of footballers lovers in Egypt, the arenas shared on the OOH spaces are open-air spaces. 

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.

Campaign Credits

Industry: Financial Services | Events & Exhibitions

Brand: ValU

Advertiser: EFG Hermes

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Country: Egypt

Region: North Africa

Tags: Awareness Campaign | Valu Arena

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