Bayut, one of the most popular property search websites, has launched a new outdoor campaign in the streets of Cairo, sending a bold message that real estate exploration should be intuitive, appealing, and accessible at one's fingertips. The campaign's repeated slogan Your hidden gem. Just a search away is brief yet persuasive. It frames the exercise of looking for houses as a search for something tender and valuable, like finding a gem. This resonates deeply with prospective homebuyers or renters in Egypt's hectic and often disorganized housing market. Each billboard features a laid-back individual on their phone, depicting the Bayut app user. The images present comfort and control, unintentionally sending a message that one can search for their dream home while sipping coffee or lounging at home. The search bars floating beside each person present common searches like “Stand-alone villa with garden, or Twin house with skylight. The latter tactic mirrors the search interface of the Bayut app itself, visualising what users should expect for a user-friendly interface, created to suit all personal tastes. The Green and white used represent Bayut's brand, but the natural light and earthy coloration in the images is to generate a feeling of warmth, serenity, and home. The billboard clearly displays the choices to download the app via the App Store and Google Play, giving a clear call to action. The campaign is extremely well-localized. The Arabic phrase noted which translates to Bayut means homes not only emphasizes the brand name in the local language but also its link to the Egyptian market. 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.
