The hero of Egyptian cinema, the Don Juan, superstar Ahmed Fahmy, is completely ridiculed in our series of comedic films for novel brand Touba. A complete and utter disgrace, Fahmy is demeaned into AN ANTI HERO that risks his pride for a silly job that will pay off his accumulating real estate debt!

Like most ANTI HERO's the audience is left loving our destroyed Fahmy, sympathizing with the problem we all face as Egyptians struggling in our macro economy. Subtle, black humor, and great acting makes this campaign relevant for Entertainment.

If you want to get married in Egypt you need a few things; a bride, a job, and an apartment...an owned apartment...none of this silly renting. A suitor is only considered and judged based on his housing and let's just say if you intend on settling with an Egyptian man's daughter in a rented flat, you'll be flat out on the streets with a big rejection. Mortgage? Egypt doesn't offer licenses for mortgage companies, instead you end up taking a ridiculously expensive bank loan.

You want your girl, buy her a home, it's that simple and life-threatening! Because to buy a home you need a couple of million pounds, and to afford these millions you need to tie yourself down to a decade of installments; 8-10 years minimum, monthly, stable, predetermined payments. If you fail to pay one installment, straight to jail you go! (we weren't kidding about "life-threatening"). The installment plan owns you until you're relieved of the pressure 10 years down the line. The prison cell of a free man!

Recently in Egypt, the problem has escalated to be larger than Egyptian youth struggling to settle down. With a devaluating currency, real estate has become the only way to hedge losses from hyperinflation, and so every Egyptian now: man, woman, old, young is turning to these installment schemes to secure their money. Decades of installments to preserve your living standard. Egypt's population = prisoners to their installments!

Touba is the first of its kind financial app that allows Egyptians to invest in partial real estate, to own shares and grow their ownership at their own pace and convenience.

Because it's still a very novel idea in Egypt and has NO competition at all, this brief was out to

A. generate awareness and build consideration through clearly showcasing how Touba directly tackles a serious problem for Egypt's mass population.

B. educate buyers on the simplicity of the idea and how you end up buying your home with flexibility and financial freedom.

Ever wonder why that guy bends over backwards for his client?

Or why that girl is such a kiss as* to her boss?

Or why that mega A star celebrity is making a complete mockery of himself in that silly cereal ad?

Any Egyptian would answer all the above questions with the same answer.

"It's understandable...they've got installments to pay!"

AHHH...THE THINGS WE DO FOR DEBT! the basis of our creative idea, the things we compromise on, accept for ourselves and endure in order to pay off the frightening installment cheque.

Our creative idea turns this truth around. Don't let installments control you...you control your payments. A claim only Touba can make, a solution only Touba can offer.

The campaign works on highlighting the problem/insight that the audience will automatically relate to, allowing for a simple reveal of the solution at the end.

Egyptians resort to humor when times are tough. The phrase: "Aleih Esat" or "Has installments to pay" is commonly used to make fun of someone who put themselves in a compromising situation. Often used to make fun of Egyptian actors getting paid to do silly commercials or visiting richer Gulf States to appear in award ceremonies, etc, etc.

We managed to convince an A star celebrity to playfully "admit" that he has "installments to pay" to reveal the importance and solution driven innovation behind our brand Touba.

Such innovation needed proper seeding with a large Egyptian analogue communities. We had to make sure to simplify such a complex message and proposition. so we took the good old traditional funnel, and split this launch into two phases "awareness" to bring the big news and " education" to push consideration.

we partnered with our celebrity to create a series of relevant stressful moments when your installments are due and the hardship you have to endure in order to fulfill your payment and commitment.

the scale was immense as the two legs launched nationwide consecutively on mainstream media outlets across all possible channels for a period of 6 Months backed by heavy PR efforts and influencer marketing that was undeniably the talk of town and still is.

Within a month of launching the campaign, our brand tracker confirmed a whopping 62% of respondents recognized this tiny, extremely young brand! With barely any work done yet, the brand managed to get the attention it deserved.

And this recognition paid off in sales as well:

Madinet Masr, the real estate giant and owner of brand innovation, Touba, sold real estate worth 34 Billion Egyptian Pounds in 2023.

Of these 34 Billion, a new phase launch that was the FIRST to be offered on the Touba app equated 616M EGP.

Touba was actually used to buy 85% of this new launch phase! Accounting to 558M EGP from the offered 616M.