In today’s fast-paced world, consumers always look for easier and more accessible digital solutions. Digital solutions are not only covering lifestyle needs, but also financial situations. As financing becomes increasingly connected to everyday life, brands must communicate their services in a simple and relatable way rather than complex financial language.
Today, just as one click can help consumers buy what they want, it can also help them enjoy flexible instalment plans tailored only to meet their needs.
One of Egypt’s leading finance companies, seven, introduced through its newly launched campaign 3 core offerings and an everything financing app to help facilitate the installment process for its consumers.
The Growing Problem of Financial Complexity
One common problem among people is financial complexity. With prices constantly increasing, people find it difficult to cover all of their needs, which is why they tend to pay in instalments, but not all instalment plans cover all of the consumer’s necessities. This is where the problem really lies. The problem of finding a good plan that can cover everything from everyday lifestyle purchases to furnishing a home.
In response to this problem, seven introduces one of the best digital solutions through its app to help reduce financial struggles for its consumers.
The solutions are presented in a light, humorous way through the company’s recent campaign.
Breaking The Traditional Image of Financing
Many financial brands communicate through a very technical and financial tone, which can be tricky for the audience to comprehend fully; this is what seven understood better than any other brand.
The brand introduced its services in a light, humorous tone and simplified the process so consumers can easily reach and use them. Through its everything financing app, seven facilitated payment installments and made it accessible to everyone.
This made the platform stand out among other financial platforms by clearly communicating its financial services. This also helps build trust with the audience.
The campaign didn’t just raise awareness but also changed the perception of how people view financial services.
Three Services, Three Stories, One Brand Message
The campaign is led by the brand ambassador, actor Asser Yassin, along with Diab, Aly Sobhy, and Moataz Al-Tony. All stars gathered in 3 copies presenting the 3 core offerings from seven, seven Worlds, seven Wheels, and seven Wonders, with a key message “Everyone Installs with seven” or “sevenكله بيقسط ب”
The campaign shows how Diab, Sobhy, and Al-Tony are jealous of Asser as he has a new phone, car, and a modernly furnished house. Every time they show their envy, something bad happens to the actor.
The campaign’s story is inspired by situations people experience in their daily lives, making it somewhat relatable and resonant with the audience.
Introducing The Three Solutions
The platform created one unified financing ecosystem with three services: seven World, seven Wheels, and seven Wonders. Instead of confusing the consumers with multiple providers, the platform gathered everything in one place that covers every purchase, from the smallest to the biggest, through the three services.
Through the 3 campaign copies, the brand presented its everything financing app and the new services in an easy-to-understand way. These are the new installment plans to help consumers afford what they need.
seven World – Buy Now, Pay Later: Designed to support consumers’ daily life needs, from shopping to buying phones or laptops, through flexible, easy installment options. The service allows consumers to divide payments over an extended period of time up to 60 months while enjoying a quick and smooth digital experience through its application. It also provides different sellers and brands to help customers have easier access to products and services without the pressure of immediate full payment.
seven Wheels – Car Financing: This service helps obtain a car more easily. seven Wheels offers flexible installment options for both new and used cars. With 7% down payment, consumers can apply and receive approvals more efficiently. This process reduces the complexity usually associated with automotive financing.
seven Wonders – One Time Financing: This service is designed to help consumers with larger financial commitments, such as furnishing a house, education, club memberships, or premium purchases like jewelry and more.
By combining these services, seven provides solutions for various life needs and goals. Through this approach, the platform provides a smooth financial journey and creates a convenient and accessible digital experience for the users.
Why The Campaign Resonates With The Audience
The campaign built its creative concept around the idea of envy to drive curiosity and recall. Each one of the viewers has at least gone through the experience once in their life. The campaign presented the idea in a humorous, relatable way. Through expressing jealousy towards the benefits Asser Yasin is enjoying, the campaign triggers consumers’ curiosity about the easy access to the services provided by the brand.
The reveal that all these benefits are because of seven connects all the dots and creates an urge to use the application and enjoy the same services.
The storytelling makes the campaign more engaging and memorable while also delivering the brand’s message clearly and easily, and entertaining the audience at the same time.
The campaign increases audience recall and strengthens the connection between the brand and the modern lifestyle needs by focusing on emotions and everyday experiences rather than complicated financial terms.
Making Financing Feel Trustworthy and Relatable
Through the campaign, the brand positions itself as a leading financial platform. The campaign is achieving trust and a modern communication style by presenting financial solutions in an approachable and easy-to-understand way.
Instead of relying on formal terminology, the brand uses everyday situations and emotions to deliver its message.
Also, the campaign maintains credibility by asserting convenience, flexibility, and transparency across its services.
Through relatable storytelling, celebrities, and an easy digital experience, seven positions itself as a reliable financial partner while keeping a modern feeling and staying relevant to everyday life.
In conclusion, seven’s successful campaign changes the idea of complicated financial processes to a simple, accessible, everyday experience. Through a unified digital platform and a modern communication style, the brand positions itself as a leading platform and a complete financing ecosystem that is designed to help consumers and cover their needs.
