CIB teamed up with 90s icons Ehab Tawfik, Mohamed Mohy and Hisham Abbas to promote its Swype Card, earning over 28 million video views.
CIB launched its Swype Card campaign in July 2025 with a bold cultural strategy: revive classic Egyptian pop hits to promote modern banking products. The result was one of Egypt’s most viral financial campaigns, generating over 28 million views across social platforms and helping CIB connect with audiences from Gen Z to Millennials and Gen X.
The campaign featured Ehab Tawfik, Mohamed Mohy and Hisham Abbas performing updated versions of their 90s hits with lyrics rewritten around the slogan “Swype: Divide and Simplify.” It ran across Facebook, Instagram, TikTok, YouTube, television and out-of-home networks in Cairo and Alexandria.
Viral Impact and Performance Metrics
Ehab Tawfik’s video led the campaign with 14 million views on Facebook and 3.9 million on Instagram. It also received 53,000 likes and thousands of nostalgic comments.
Mohamed Mohy’s performance followed two days later, earning 11 million Facebook views and 3.4 million Instagram views.
Hisham Abbas’s spot, the most recent release, reached 117,000 views on Instagram and 33,000 on Facebook on its first day alone.
The campaign drove significant increases in product page visits and customer service inquiries, especially from younger audiences discovering the card through TikTok or Instagram.
Installment Features and Economic Fit
The Swype Card was launched during a time of rising inflation and shifting consumer behavior in Egypt. It offers 12, 36 or 60 month installment plans, up to 40 days of interest-free periods, zero annual fees, rewards on transactions and full integration with CIB’s mobile banking platform.
Installment-based credit products have grown in popularity across Egypt’s middle class. Central Bank reports show a 25 percent year-on-year increase in digital card usage in 2024, with flexible payment options emerging as a key driver.
Cross-Generational Media Strategy
To reach diverse audiences, CIB deployed an omnichannel strategy. Facebook and Instagram targeted Millennials and Gen X. TikTok carried modernized campaign explainers for Gen Z. Television and OOH reached family segments with shared purchasing influence. Each artist was chosen to reflect specific generational appeal, while maintaining shared cultural resonance.
CIB also created sticker packs for social media replies, allowing customer service teams to answer product questions using artist-themed visuals, keeping the campaign voice consistent across touchpoints.
Audience Response and Brand Impact
Audience sentiment skewed overwhelmingly positive. Gen X shared nostalgic reactions. Millennials engaged with the card’s financial features. Gen Z responded well to the campaign’s TikTok activations, even though many were unfamiliar with the original songs. The use of original artists rather than impersonators was widely praised for its authenticity and cultural respect.
CIB’s move toward emotional storytelling marked a shift from conventional product-driven messaging in Egypt’s financial sector. By blending entertainment, cultural icons and timely product relevance, the bank succeeded in making Swype feel personal, aspirational and accessible to millions.
