Cultural habits are difficult to break, but this NBE campaign defied the odds and went after an unusual habit that members of the Upper Egypt community still adhere to – keeping their savings under a floor tile in their homes, literally. By hitting people where it usually hurts most, their metaphorical wallets, the campaign comedically played through scenarios of loss, damage, theft and plain foolery, with goats munching on the bills, to send a bolt through they who value their money and encourage them to open accounts with the bank.

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