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When the Financial Supervisory Authority (FRA) launched its national campaign, “Secure First, That Way You Won’t Have to Start from The Beginning,” in collaboration with the Federation of Egyptian Insurance Companies and the Insurance Policy Holders’ Fund, it didn’t just talk about insurance. This is a campaign that made everyone want to activate their insurance after laughing at the way they may have thought one day.
This is an ad that teaches us how the power of relatability through real scenarios mixed with a bit of humor can spark great engagement. Starring the newly beloved Moustafa Ghareeb, the ad cleverly addressed the Egyptian culture through highlighting their way of thinking in different hilarious scenarios. Delving deeper, here are the 5 reasons why it worked and how the ad makers created the perfect psychological analysis.
1. It Speaks Fluent Egyptian (Humor Included)
As an Egyptian marketer, it is safe to say that I always reach the conclusion that the fastest way to grab an Egyptian’s attention would be through sarcasm, wit, and lots and lots of humor. Whether or not you were capable of weaving in your message between these three is yours to master as a craft. And this insurance awareness ad simply checked all the boxes. It hilariously mirrors daily habits we all share from time to time.
Like double-checking car locks (even after clicking on your remote’s lock button), obsessively pressing the elevator button (as if it will arrive faster that way; I do that one personally…), or even refusing insurance because of some half-baked conspiracy theory that you’d lose all your money or have a fraud for a company.
When the ad caused us to laugh at ourselves and all those actions that don’t make sense, it was able to break the ice and build instant relatability. Less preaching, more jokes and teasing; to the rest of the market, here’s an ad to learn from.
2. Mostafa Ghareeb Was the Perfect Casting Choice
Known from the famous Asghla Sha’aa, Mostafa Ghareeb became an Egyptian favorite artist in no time with his amazing sense of humor and capability to deliver funny lines with the most serious face ever. And the choice of casting him deserves its own standing ovation.
Having the capability of representing that signature blend of awkward humor and everyday relatability made him the voice of any average Egyptian. Ghareeb made the ad’s message feel authentic and relatable. Not staged. His comedic delivery keeps viewers smiling all while he is dropping financial truth bombs.
3. The Tagline Is Straightforward and to The Point
“Secure First, So You Won’t Have to Start from The Beginning”
This line is simply the hard truth. The tagline was written in that tone of your grandfather when he’s simply advising his kids to do something that they are not fully convinced of, yet they know deep down that he is right. Sounds like a familiar situation in a family gathering? It’s okay; we’ve all been there.
The line perfectly encapsulates the campaign’s mission. It is simply urging Egyptians not to wait until a disaster strikes to take the step towards protecting themselves and their assets. It’s a friendly nudge that the FRA wrapped in humor and that is what will make it memorable in the future.
4. It Turns Dry Policy Talk into a Social Conversation
Insurance awareness campaigns are usually dull and tend to sink fast because they sound more like a lecture than advice. However, this ad? It feels like you’re watching a comedy sketch that just happens to teach you something along the way while you’re watching.
The FRA succeeded in framing insurance as a reflection of who we already are: cautious and protective, and yet sometimes ironically we tend to be careless. This is where the campaign transforms financial inclusion from a “serious” message from the government into a social conversation that people engage with and pay attention to.
The campaign is clever, shareable, and even considered by many to be meme-worthy. It is everything modern marketing should be and more.
5. It Proves Education and Entertainment Can Coexist
A lot of marketers may craft a very educational campaign with a strong message yet never appeal to their viewers. Why? Because we tend to forget that life takes its toll on everyone. That is why boredom has no space in marketing nowadays. And this campaign is living (and viral) proof that financial and insurance awareness doesn’t have to be boring.
Through implementing humor, relatability, and behavioral insight, the FRA was successful in bridging the gap between financial institutions and Egyptians. Not just through awareness, but through making it engaging. The ad invites viewers to laugh yet act. It is proof that when marketing meets psychology (with a bit of humorous sarcasm), even insurance campaigns can go viral and be as trendy as ever.
When Humor Unlocks Awareness
The “Secure First” campaign is considered by marketers to be more than just a simple ad. It acts as a cultural reminder that spreads awareness. A reminder for Egyptians that security is not just about locked cars or saving money in a safe; it is more about protecting your future in a world where security is becoming an element of importance for a stress-free life.
In the realm of financial marketing, that’s no small feat. The FRA and its partners created an ad of marketing awareness gold. They redefined what insurance looks like, sounds like, and feels like. Because in Egypt, pressing the elevator button twice might not help, but I am sure that getting insured definitely will.
