FAB Misr, a subsidiary of the First Abu Dhabi Bank Group (FAB) and one of the largest foreign banks operating in Egypt, and telecom operator e& have launched a campaign for the Ahlaweya Card.
The concept and client mandate for the campaign was to build brand awareness about the Ahlaweya Card among Al Ahly’s fanbase, as well as the special offers introduced by FAB Misr and e&. It also aimed to spur loyalty towards the brand.
The integrated campaign, which was launched across digital and social channels, had an interesting twist: It offered exclusive discounts, cash-backs, benefits, and interest-free installments to holders of Ahlaweya Card every time Al Ahly SC won a match.
Based on this concept, director Sherif Mounir and the agencies brought to life a fun, comedic narrative.
The storyline follows a devoted Al Ahly fan who, after discovering the card’s benefits, begins encouraging the team to win more matches so he can unlock more rewards.
It’s a humorous, light-hearted take that transforms the card’s selling points into a playful storyline.
The campaign was developed by Vorx with creative direction from Tamer Tawfiq and Youssef Hammad and produced by Butter Films, under the direction of Sherif Mounir.
The campaign specifically targeted young bank customers who would benefit most from the card’s discounts and offers.
The media focus was primarily on digital platforms, where the audience is most active and engaged.
It was essentially a digital campaign that repositioned the card’s features as a source of excitement and reward.
CREDITS:
Client: FAB Misr
Creative marketing and advertising agency: Vorx
Production house: Butter Films
Director: Sherif Mounir
