INSITE OOH Media Platform

Vodafone Egypt is back with another headline-grabbing outdoor campaign—this time again teaming up with longtime partner and beloved actress Yasmin Abdulaziz to promote their latest product enhancement: "Flex bundles got bigger and better." Having made waves in March with an innovative campaign around Ramadan, the telecom brand is now shifting gears to promote functional enhancements while still keeping star power front and center.

This latest launch puts the actress in the spotlight—not figuratively this time—across a string of colourful and sunny billboards along Cairo. The visuals stay true to Vodafone's signature red, but is otherwise bright and carefree in tone, depicting Yasmine lounging in relaxed, beige tones of clothing and burgundy baseball caps, her hand propping up the phone with a trademark smile. She brings a reality check to the rest of the copy, which dwells on the product. The language is plain but impactful, embracing the Egyptian colloquial "b zyada" usage that reflects the way that people actually speak. They utilise their Flex partnerships and benefits with Watch iT, Yango Play, and Anghami Plus. The combination of relaxed typography, homegrown slang, and star power makes this ad come across more as a pal recommendation than a pushy sell.

Geographically, Vodafone isn't playing it safe either. From the airport road to Ramses, Zamalek, and even below flyovers on Downtown Cairo streets, the campaign floods busy thoroughfares and inner-city streets. It's a placement strategy clearly designed for maximum repetition and visibility, snagging daily commuters as much as urban dwellers. If you're driving on the 6th of October Bridge or leaving the Ring Road, there's a good chance Yasmine Abdelaziz is smiling down at you, reminding you that your Flex bundle may be working overtime.

For more on this campaign, check out Monitoring Out of Home (MOOH), the dedicated media intelligence agency and analysis system active in Cairo & Dubai, to reveal all details about the campaign such as the campaign type, kind, location, budget, media plan, and more.