e& launched an OOH campaign in Cairo during Ramadan featuring the super-star Sherine Abdelwahab, the beloved Egyptian singer, graced the advertisement, her gentle smile and direct gaze drawing the eye. Against a backdrop of a subtle gradient, transitioning from dark to light, Sherine's image conveyed a sense of warmth and authenticity, perfectly aligning with the spirit of the holy month. The visual composition of the OOH campaign was carefully orchestrated. The e& (etisalat and) logo, positioned in the upper right corner, provided a clear brand association, while the core message, Life has more, was prominently displayed beneath Sherine’s image in elegant Arabic script. The color palette, dominated by the calming red gradient, evoked a sense of reflection and tranquility. This OOH campaign was designed to synchronize seamlessly with a television advertisement featuring Sherine, reinforcing the central theme of Life has more. By utilizing both OOH and television, e& created a comprehensive campaign that resonated with a wide audience. The integration of Sherine, a figure of cultural significance, and the message of hope and possibility, allowed e& to connect with its audience on a deeply personal level during Ramadan. The campaign's success lay in its ability to tap into the collective mood of Ramadan, a time for reflection and renewal. The visual elements were carefully chosen to evoke a sense of calm and inspiration. The clear and concise message, Life has more, resonated with the city’s residents, reminding them of the simple joys and hidden potentials that often go unnoticed in the routines of daily life. 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.
