INSITE OOH Media Platform

Elaraby is hitting the streets (and hearts) this Ramadan with an OOH campaign that feels more like a public love letter than an advert. Coming after their last glossy campaign focused on product messaging, the Egyptian home appliances giant is changing tack for something warmer but more impactful. "Ramadan Means Mama" is a strategic emotional pull, emblazoned across some of Cairo’s most trafficked highways and intersections. And they managed to get the whole team in to pull it off: a cast of social media celebrities like Amr Elhady, Aly Osman, Marwan Serry, Farah Haridy, and Ahmed Haridy, all aimed at making them seem like part of your living room this Ramadan.

What makes these images special is how real they feel without venturing into the clichéd "perfect family" realm. The influencers (Aly Sakhr, Mohamed Elhady, Ali Khaled, Rana Ashraf, Fatima Badawy, and Alicia Lannacone) are sporting denim jackets and casual wear, warm lighting, and the dark blue night skies of Ramadan paired with glowing crescent moons and lanterns that are nostalgic without being cheesy.

The aesthetic is minimalist and uncluttered: influencers on one side, slogan on the other. No complicated text, no fine print, it’s just a straight shot of emotion, and a large group of not only Gen Z influencers and TikTokers that resonate with a younger audience, but they’re all also friends or siblings. The color palette is invested heavily in rich, old golds and blues that have a warm, festive feel beautiful against the slick concrete of the highways. It's visually loud enough to catch attention but subtle enough to tug at a viewer's memory of family Iftar tables.

Where Elaraby really gets to strut its stuff, however, is how they've mapped this campaign out onto the city. This isn't scatter-shot random placement, it's all strategic. You notice them on major roads cutting through neighborhoods, where families will be driving by in search of Ramadan preparations to purchase or en route to gatherings. That they've doubled up on some routes (billboard after billboard) suggests they're not aiming for a passing glance—this is repetition and recognition, the sort of thing like a jingle you can't get out of your head. It's a clever play on proximity: reaching individuals in family zones, keeping the message near the home life situation, which is exactly what Ramadan—and mamas—are all about.

To get more information about this campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.