VaU is known for facilitating installment payments through its solutions. With the emergence of the fin-tech companies, ValU is doing a great job, especially when it comes to marketing its services. The previous campaign was a great example as it was about watching FIFA World Cup matches in ValU Arena, which was a great approach to introduce the brand during a global event that literally everyone is interested in. The current campaign is continuing the marketing brilliance as ValU used the stand-up comedian rising star Taha Desouky to represent the newest system to get immediate cash and pay later, which they call “Sha2lbaz” and translated into English “cartwheel” in reference to getting the job done in informal Arabic. Simply “Sha2lbaz” is a way to cash the needed amount through ValU’s branches or through Kaching mobile app and pay the amount back in installments that will be settled later. In the artwork, EFG Hermes’ ValU followed the commercial comedic theme to announce the launch of their new system with a simple ad copy that puts the emphasis on “Fastest” and “Cash” in Egypt. The comedian is holding onto a laptop while the whole frame is upside down. The campaign has been spotted in the OOH scene in greater Cairo and has also been mounted on Zayed Digital Board (ZDB) to follow the digital advertising parade. Learn more insights about ValU’s campaign by checking out Monitoring Out-of-Home (MOOH, a specialist media intelligence agency and analytic system active in Cairo and Dubai)
