ِAfter the Boom Room’s announcement, the real estate developer, TMG, decided to create a stir in the advertising scene by hosting the one and only, Sylvester Stallone, to be their ambassador for their newest project, SouthMED. The campaign is different on many levels, the ambassador choice, the copy, and the geo-distribution. TMG brought an A-lister such as Sylvetser Stallone for several reasons. His decades-long career and iconic roles like Rocky and Rambo give him immense name recognition, especially with older audiences. This instantly boosts brand awareness. Additionally, Stallone's characters are known for their grit and determination, which a brand can leverage to project an image of strength and overcoming challenges. This could be ideal for a fitness brand or one selling products aimed at men. Furthermore, Stallone has a loyal fanbase, so a brand can tap into that specific audience, especially if their target demographic aligns with Stallone's fans. Finally, his presence can evoke feelings of nostalgia, particularly for older consumers, which can be a powerful marketing tool. However, it's crucial for the brand and Stallone's image to be a good fit, and the campaign needs to be well-executed to be successful. Think of it, how many times your favorite celebrity has raved about a product, and suddenly you find yourself wanting it? then what if this celebrity is your childhood and adolescence superhero like Sylverter Stallone in this case? Defeinetly it will be a strong motive for the buyers to take the deision to buy one unit. The copy comes from the ad script when the actor says “The real Mediterranean” as the selling point of the whole project is the Egyptian weather near the Mediterranean Sea and how it’s summer nine months a year! One other thing noted is the website, the real estate developer decided to make real estate selling easy by buying it via an e-commerce website which is a huge step in the local market to sell units without complicated steps and turn it into buying a simple thing like skin care products or clothes. The campaign’s Geo-distribution is wide as it’s been spotted in east Cairo and on the 6th of October bridge which indicates a great targeting, the project is luxurious and for that reason, it’s mainly targeting the A-Class with a high purchasing power. So, placing the ads in east Cairo was on point. It’s worth noting that the campaign is multichannel, spread-widely on billboards, on TV, and on social media. Looking for more information about this campaign? Visit MOOH, Egypt’s and the Emirates’ OOH-dedicated Media Intelligence Company to reveal the campaign’s OOH types, sizes, budget, locations, districts, and more.
