alexbank / Egypt / 2024Film
Save Your Savings.
Three short films about Egyptians who hide cash at home, and the unexpected things that happen to it, for alexbank's Ebda'a (ابدأ) savings account.
- Brand
- alexbank
- Agency
- VML
- Market
- Egypt
- Region
- MENA
- Year
- 2024
The challenge
alexbank wanted unbanked Egyptians to open an account, and to clear up the belief that banking is complicated or costly: Ebda'a opens with a national ID and has no opening fees, maintenance fees or minimum balance.
The idea
VML Cairo wrote three films, including Will and Taxi, in which someone keeps their money somewhere at home they think is safe, until something goes wrong. The TV campaign ran from 25 September to 25 October 2024, with digital running into November and a sponsorship of Million Pound Menu Egypt on MBC Masr and Shahid.
Results
- Ebda'a accounts up 60% and balances up 70% since launch, according to the Dubai Lynx entry
- 127 million video views and 253 million impressions, by the entry's figures
- Accounts opened during the campaign made up 49% of alexbank's new accounts in 2024, the entry says
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Film – Consumer Services/Business to BusinessBronze
- Dubai Lynx 2025Film – Consumer Services/Business to BusinessSilver
- Dubai Lynx 2025Film – Use of HumourBronze
Credits
- Creative agency
- VML Cairo
- Production
- ASAP Productions
- Post-production
- Vivid Studios
- Creative Lead, VML
- Mohamed Fouad
- Script & Creative Development, VML
- Donya Ezz
- Visual Interpretation, VML
- Aya Taha
- Client Management & Campaign Delivery, VML
- Hussein Bassioni
- Client Management & Campaign Delivery, VML
- Zeinab Badawy
- Production Lead, VML
- Mayar Makhlouf
- Senior Producer, VML
- Habeeba Wahb
- Agency Lead, VML
- Mai Azmy
- Planner, VML
- Amir Adib
