Fawry case study

fawry

Fawry is a leading provider of e-payments and digital finance solutions in Egypt, trusted by millions for secure transactions and convenient services.

A record-breaking campaign by Essence Adverts made Fawry’s Ramadan 2024 jingle the most-watched ad in the company’s history, engaging millions across Instagram, Facebook, and YouTube. Media Production    |    Media Buying
Background

Fawry, Egypt’s leading provider of e-payments and digital finance solutions, aimed to connect with its audience during Ramadan by encouraging donations through the Fawry App. The goal was to create a memorable campaign that would resonate with the public and inspire action.
Essence Adverts was tasked with creating a jingle and commercial that would emotionally engage viewers and drive donations.

What was the challenge?

  • Crowded Market: Many organizations run charity-focused campaigns during Ramadan, so Fawry’s message needed to stand out.
  • Emotional Connection: The ad had to reflect the cultural significance of Ramadan.
  • Maximizing Reach: Achieving widespread reach and engagement across digital platforms.

Objectives
  • Maximize Viewership: Achieve significant reach and engagement across social media platforms during Ramadan.
  • Build Brand Affinity: Strengthen Fawry’s connection with its audience by positioning it as a trusted platform for donations.
  • Drive Donations: Inspire users to donate via the Fawry App.
Strategy
  • Creative Development: Mohamed Saeed, Associate Creative Director at Essence Adverts, collaborated with Massar Egbari, a pioneering Egyptian rock band known for addressing social and cultural issues through their music. Together, they created a compelling jingle that captured the spirit of Ramadan.
  • Cultural Storytelling: Directed by Ahmed Elgarhy, the commercial depicted iconic aspects of Egyptian life, from bustling coffee shops ("ahwa") to family gatherings, evoking strong emotional ties to the Ramadan season.
  • Media Strategy: Digital-first approach focusing on Instagram, Facebook, and YouTube, leveraging high user engagement during Ramadan. Targeted, programmatic buying maximized reach while keeping costs low.
Execution

  • Campaign Duration: Ramadan 2024
  • Platforms Used: Instagram, Facebook, YouTube
  • Creative Assets: A 60-second jingle-based video, designed to resonate emotionally and prompt donations.
Results
  • Massive Reach: 11 million views on Instagram, Fawry’s most-watched ad; 61 million views on Facebook; and 500,000 views on YouTube.
  • High Engagement: Viewers shared the ad widely, boosting its organic reach.
  • Cultural Impact: The campaign successfully positioned Fawry as a trusted partner for charitable donations during Ramadan.
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campaign creatives and graphics

fawry
Fawry Ramadan Campaign
The Most-Watched Ad in Brand History view portfolio