Madinet Masr's recent OOH campaign in Cairo, promoting their new development esse residence, utilizes a striking minimalist approach to evoke luxury living. The billboard features esse in a large, sophisticated font, followed by the word for residence. This is accompanied by the tagline Discover the place’s uniqueness in Arabic and Madinet Masr's branding. This campaign seems targeted towards a high-end audience. The clean design and high-quality materials speak to a discerning clientele, while the use of Arabic suggests a local or Arabic-speaking target market. The message is clear, esse residence promises an epitome of luxury and refined living. esse itself, derived from Latin meaning to be or essence, reinforces this concept, suggesting esse residence embodies the very essence of luxurious living. The tagline further emphasizes this exclusivity by highlighting the development's superior location and sophistication. However, the prominent location and minimalist design suggest Madinet Masr is confident this strategy will resonate with their target audience. Overall, this campaign serves as a well-executed example of luxury advertising, likely to capture attention and generate interest in esse residence. Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
