CIB has returned to Cairo’s OOH scene with a fresh concept for its new Swype card, shifting gears from last campaign’s 50th anniversary heritage campaign to a message built on convenience and lifestyle. Where the earlier narrative honored the bank’s past and future, this campaign zeroes in on Millennials, a generation that craves simplicity and flexibility when it comes to managing money. The creative introduces Mohamed Mohey as the face of the Swype card. Known for his comedic presence, Mohey injects a playful and relatable energy into the visuals. His cheerful delivery of the card’s core promise, “All Your Purchases Will be Paid in Installments Automatically,” translates the banking product into something easy to grasp and reassuring. The bold graphics featuring 12, 36, and 60 months underline the installment options, keeping the message straightforward and visually striking. From a marketing perspective, the campaign smartly builds on CIB’s earlier use of nostalgic figures like Hisham Abbas and Ihab Tawfik, who appealed to Millennial memory. With Mohey, the bank pivots toward everyday relatability, targeting the same demographic but with humor and modern practicality. Overall, the Swype campaign stands out as a strong case of product-led communication, balancing visual clarity with cultural resonance to position CIB as a lifestyle enabler, not just a financial institution. 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.
