Campaign details
Brand: MintBrand owner: EGBankLead agency: FP7/CAI, Part of McCann WorldgroupCountry: EgyptIndustries: BanksMedia channels: Content marketing, Social media, Sponsorship - mediaBudget: 1 - 3 million
Executive summary
In 2017, local bank EGBank boldly made a promise to Egyptian youth that it would be the first to take them seriously; setting expectations extremely high. The young truly believed that the bank would take them into account. But what was it about EGBank that made it youth’s only ally? Every other bank in the market had a youth...