CIB’s Swype Campaign Brings 90s Pop Stars into Banking

CIB put Ehab Tawfik, Mohamed Mohy and Hisham Abbas at the centre of its July 2025 Swype card campaign. The creative idea tied familiar Egyptian pop music to a practical product message: splitting a purchase into instalments.

The song carries the product

The campaign’s appeal starts with recognition. A familiar voice gives viewers a reason to listen before the banking explanation begins. Reworking the song around instalments then gives the celebrity a job inside the idea, beyond appearing beside a card.

For marketers, that is the useful detail. Nostalgia draws attention; the rewritten message has to make the product easier to understand. The three campaign films below show how CIB brought the singers into that explanation.

CIB published the films on its official YouTube channel on 2, 4 and 9 July 2025, respectively. Each description links the music to the card’s automatic instalment offer.

Ehab Tawfik

Mohamed Mohy

Hisham Abbas

The creative credits for the Ehab Tawfik film, published by creative partner Hakeem Kamal, name Amr Haddad and Kamal as writers, Haddad as director, People of the Internet as the agency and BigFoot as the production house.

What Swype actually offers

CIB’s product information, checked on 8 September 2026, lists three card types with default instalment periods of 12, 36 or 60 months. Eligible transactions are converted automatically, subject to each card’s minimum transaction value.

The bank also lists interest and transaction charges. Its advertised grace period of up to 40 days on purchases does not make a multi-year instalment plan interest-free. Readers considering the card should check the current fees and terms linked from CIB’s page.

Separate the creative judgment from the results

The films offer a clear example of using a familiar cultural reference to explain a financial product. That is an editorial assessment of the idea. It does not establish how many viewers applied for a card, how many were new customers or whether the campaign changed their spending.

A useful performance case study would connect defined media results to card applications and acquisition costs over a stated period. The original article’s view totals and claims about visits and enquiries did not provide that evidence.

For more local campaigns and business developments, explore Digital Boom’s Egypt coverage.

Correction, 8 September 2026: We removed unsupported view totals, audience-response and commercial-impact claims, clarified the card terms and added creative credits. The original publication date is retained; the product information above reflects the date of this review.