OOH MARKET INSIGHTS MARCH 2018
March has had an overwhelming increase in the OOH occupancy share, reaching an unprecedented 88% on the busy roads of Greater Cairo. Spring and Mother’s Day have brought good weather and lovely wishes, increasing the number of advertisers that didn’t want to miss the chance of reaching their audience.
The national elections for the Presidency of the Republic of Egypt have also added variety to the OOH scenery. Egyptian tycoon Talaat Moustafa Group started sponsoring one of the many OOH campaigns that backed the electoral race of President El-Sisi. The newly-appointed General Coordinator for President El-Sisi’s electoral campaign reinforced the OOH strategy, followed by Egypt Support Coalition outdoor campaign, the support of Libyan businessman Tarek Farag with another OOH campaign and a last additional campaign, all of them backing the Viva Egypt initiative under the slogan “Tahya Misr”.
Food & Beverages has also brought a lot of new variety to the roads, increasing their overall OOH occupancy to 12%. With Ramadan round the corner, brands have started to plan their visibility strategy well in advance.
Juice producer Beyti brought creativity back to the billboards, while another favorite Egyptian brand has been busy during March: Edita announced the launch of the new TODO muffins and showcased the rebranded packaging of Molto croissants.
Mondelez is also keeping a busy schedule on the roads. After the aliens fiasco, they have gone more classy for the launch in Egypt of Cadbury’s latest chocolate bar 5-Star, along a more colorful initiative for gum brand Trident.
Other industries, like Home Appliances also focused their messages on Mother’s Day. For instance, Philips launched a teaser campaign to celebrate mothers loving perseverance, and El Araby joined in the celebration, though their campaign hit the roads after the day.
The special occasion has been very popular this year, with worthy initiatives across other industries. For example, Misr El Kheir came out to the billboards to raise donations for mothers, Baheya Foundation launched an outdoor campaign with similar targets, and Al Mokhtabar also launched a special initiative to raise awareness about women’s health.
The Telecom industry has slowed down their rhythm, decreasing to 7% of the overall OOH occupancy. Regional operator Etisalat has resumed the promotion of the “Strongest card” and reinforced the promotion of their Sports news subscription service. Vodafone, on the other hand, has focused on special offers for Mother’s Day and a unique celebration of Mohamed Salah’s goals, with such intensity that the Egyptian King campaign has ranked #2. And Egyptian provider WE has upgraded their campaign for Agda3 Kart.
Real Estate developers couldn’t miss the chance to impress potential buyers during Cityscape, the biggest event of the industry. Their OOH presence has been strategically planned with branding campaigns and exciting new messages that have kept the OOH occupancy of the industry as the highest of the whole Egyptian market.
Hyde Park Developments evolved their branding campaign to feature selected projects, while CGP aimed at positioning mega project Al Burouj with new branding campaign that spoke volumes with numbers.
Projects showed off platinum sponsorship at Cityscape Egypt 2018, and Sorouh Developments launched a teaser branding campaign, anticipating the announcement of a new project, while Hassan Allam Properties turned branding campaign into a teaser, to later on announce the launch of HAP town in Mostakbal City, off New Cairo with a strong campaign that ranked #6 among our Top 20.
The latest developments in New Cairo were certainly the highlight on the boards. For example, Tatweer Misr announced the launch of Bloomfields with a campaign that ranked #7, parallel to Al Marasem’s OOH campaign for the launch of Capital Gate.
Sabbour went pretty cultural to announce their new project Odyssia, with clear references to King Ulysses journey from the classic epic poem, and ranked #1 as the Top Campaign of the month with the highest number of ad faces.
However, the New Administrative Capital keeps gaining steam. Alsafwa has kicked off the second phase of Capital Heights with a strong campaign that ranked #4, followed by Misr Italia and the likewise second phase of their Il Bosco project that ranked #5 with over 75 ad faces of large format.
Most other industries have kept a more discreet profile this month, probably saving their energy for the upcoming and exciting Ramadan holiday.
Remember: the better the insights, the better the strategy!