Elsewedy is a name synonymous with power and cables, a staple of Egypt’s industrial sector. But in 2024, they embarked on a journey to redefine their brand and broaden their horizons. The goal? To make people realize that Elsewedy is not just a leader in cables, but also in industrial development, offering prime industrial land. This wasn't just another campaign; it was a significant step towards changing the brand’s perception, engaging a new audience, and driving sales. Here's how the marketing team orchestrated this transformation. Building Awareness—One Campaign at a Time The core objective was clear: brand awareness. Elsewedy’s name was already famous in the cable industry, but few people associated it with industrial development. The campaign’s mission was to educate the public that Elsewedy offers more than cables; they are also a powerhouse in industrial development. The brand wanted to make a bold statement that they were key players in this field too. However, as any savvy marketing team knows, building awareness without considering sales is a missed opportunity. So, Elsewedy’s campaign wasn’t just about making noise—it was also about converting interest into tangible leads. The marketing team knew they needed to strike a balance between these two goals. “We wanted to create something that could achieve all objectives—awareness, lead generation, and ultimately, sales,” the team explained. The Power of Colors and Design The design of the campaign was a crucial element in achieving these goals. Catchy colors were chosen to grab attention and stir curiosity. But it wasn’t just about aesthetics; it was about standing out in the crowded landscape of advertising and piquing the interest of potential investors. One of the trickiest parts was working with the color yellow. It’s a bold color that can go in one of two directions—either classy or chaotic. Elsewedy’s team leaned on their agency, Outsite, to finesse this balance. “We worked on multiple visuals—about eight versions in two weeks,” they recalled, highlighting the extensive work that went into getting it just right. Why 360, Why Now? The campaign wasn’t a one-dimensional play. This was a 360-degree marketing effort that spanned across digital, outdoor (OOH) —launching on October 1st. The marketing team understood that OOH advertising, especially billboards, played an important role in raising brand awareness in Egypt’s industrial real estate sector. Along side the other mediums like radio and digital marketing campaign that helped in a massive way in the brand awareness as well. Around 30% of conversions happen through OOH advertising, and this has become the cornerstone of their efforts. “When it comes to brand awareness, OOH is tremendously significant. It enhances conversion, especially in real estate,” said the team. Other channels like digital are important, but OOH was the game-changer. Yet other media is as important as D/OOH. Challenges Along the Way Even with all the strategic planning, there were hiccups. The artwork design went through major changes after internal meetings, even though locations had been pinned and the initial visuals were ready to go. The original slogan, “The Next Step,” was replaced by “Developing Tomorrow” to better align with the brand’s broader ambitions in both Arabic and English. The decision to use both languages was deliberate. While the local Egyptian market primarily responds to Arabic, Elsewedy was also eyeing international investors. This dual-language approach ensured that they could communicate effectively with all their audiences, reflecting the brand’s growing global footprint. Strategic Placement: The Power of Location Location was everything. The campaign specifically targeted areas like the 6th of October, 5th Settlement, and Heliopolis. Each of these locations was carefully chosen based on their appeal to investors. For example, Heliopolis is home to GAFI, an area known to attract potential investors, making it a prime spot for an industrial project campaign. “The location is a primary factor in measuring the success of the D/OOH campaign,” explained the marketing team. The placement of the billboards wasn’t about catering to a specific class or demographic—it was about being where industrial professionals would see the message, whether that be business executives or blue-collar workers who could influence decisions. Choosing the Right Medium As with most modern campaigns, choosing between traditional OOH and digital OOH (DOOH) was an important decision. While digital advertising has its advantages—such as the ability to rotate messages and make quick edits—the team found traditional billboards to be more impactful for their needs. “When you pass by a static billboard, it’s there 24/7. There’s no chance to miss it,” they explained. On the other hand, DOOH, which runs as part of a loop with other brands, could risk missing potential clients. Yet, both forms of OOH were integral to the campaign, depending on the location and message. Results: A Bright Start Within just one month of launching the campaign, Elsewedy has already started to see impressive results. The marketing team has received positive conversion feedback, with potential clients reaching out via the hotline after being drawn in by the visuals. This early engagement highlights the success of the campaign’s reach and impact. While the initial phase focuses on building awareness, Elsewedy recognizes the importance of consistency across all media. Maintaining a unified visual identity—whether on billboards or digital platforms—is key to preserving the essence of the brand and maximizing impact. Final Words: What’s Next for Elsewedy? Elsewedy’s marketing team offered a final piece of advice to new advertisers in the OOH market: study the industry closely, know your audience, and choose the right location. “We always go big when it comes to any media that speaks for us,” they said. And in this campaign, Elsewedy has certainly proven that they are more than just a cables company. They are a force in industrial development, ready to light up the future.
