With a recurring visual on Cairo’s billboards, global home appliance brand Midea once again launches a series of bold billboards that merge innovative product visuals with the glamour of international Man City sports icons. Following their prior appearance, the new campaign emphasises Midea's ambitions to cement its leadership within the smart home appliances category in Egypt, as well as connect with Egyptian consumers through culturally relevant messages and international branding. A clear visual display of Midea's line of flagship appliances, such as a refrigerator, washing machine, microwave, and dishwasher are all placed on the ad spaces, all clad in trendy, modern finishes. The Arabic ad copy, which translates to The number one home appliances brand in the world. is present on all ad spaces, with For smart kitchen appliances as subtext. A round gold icon bearing the words World No. 1 accompanies the claim to world leadership. The other ad space features renowned footballers from Manchester City, including the infamous Omar Marmoush, Erling Haaland, and Rodri. All three footballers are dressed in Manchester City jerseys, indicating the official sponsorship of the club by Midea. The same Arabic slogan “The number one home appliances brand in the world” is present, linking sports celebrity fame with brand supremacy. Using international football icons and aligning with Manchester City, Midea is using aspirational branding with the union of trendy visuals, making sure the billboards are highly visible and effective. 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.
