FAB Misr, a subsidiary of First Abu Dhabi Bank Group and one of Egypt’s largest foreign banks, has partnered with telecom operator e& to launch a new campaign for the Ahlaweya Card, aimed at Al Ahly SC’s massive fanbase.
The campaign’s mandate was to build awareness of the Ahlaweya Card, highlight its exclusive offers, and deepen brand loyalty among football fans. Rolled out across digital and social platforms, the campaign introduced a compelling twist: every time Al Ahly SC wins a match, Ahlaweya Card holders unlock special rewards, including discounts, cash-backs, benefits, and interest-free installments.
This idea was brought to life through a fun, comedic narrative. The story follows a devoted Al Ahly supporter who, after discovering the card’s perks, begins urging the team to win more matches so he can enjoy even more rewards. The humour transforms the card’s functional benefits into a playful, emotionally engaging storyline.
Developed by Vorx with creative direction from Tamer Tawfiq and Youssef Hammad, and produced by Butter Films under director Sherif Mounir, the campaign targets younger banking customers who stand to gain the most from the card’s offers.
The execution is primarily digital-first, aligning with where this audience is most active. By tying financial rewards directly to football victories, the campaign reframes the card from a standard banking product into a source of excitement and celebration
