Context

Today, financing solutions have become diverse and easy to access, and the market is full of messages that say:
Take now, Don't miss out, Easy-to-access financing anytime.

Amid all this noise, the question was:How could Emkan stand out to people without repeating the same message?

Communication Approach:

Instead of repeating the market's usual messages and saying Take financing, we chose for Emkan to say the opposite:
Don't take financing you don't need.

A simple, bold angle made the campaign stand out amid the crowded financing-solutions market, and delivered a thoughtful message that respects people's minds before trying to sell to them.

Campaign Communication Materials

The campaign was executed during the golden hour in Ramadan, and relied on:

A main video presenting the idea directly:

Supporting designs carrying the same message:

Campaign Results

١- The campaign added value to the brand image

٢- It strengthened audience trust in Emkan's brand

٣- It stood out amid the crowded Ramadan ads

٤- It won an award at the Effie festival