INSITE OOH Media Platform

In years of situating itself as one of Egypt's strongest telecom players, Orange Egypt is back again on Cairo's streets with a declaration in bold: the fastest network just accelerated. This new 5G OOH campaign follows Orange’s ongoing efforts to solidify its premium market position amid Egypt’s intensifying telco race. Orange has consistently used strong local star power in previous campaigns — including earlier billboards we’ve covered featuring popular faces across entertainment, and this time is no different with superstar  Karim Abdel Aziz. They’re merging that approach with Egypt’s rising appetite for 5G.

Visually, the campaign leans into speed both literally and metaphorically. Abdel Aziz is dressed up in full racing gear, helmet in hand and racetrack landscape behind him. The picture is supposed to convey: clean, crisp lines with massive weight on the subject. The grey, asphalt-colored background merely serves to emphasize the shiny, reverse "5G" in large font and the tagline "The faster network just got faster" right on drivers' minds. This isn't metaphorical; it's literal, visually literal, and it's very much designed to deliver one quick takeaway at 100 km/h. The double emphasis on both the tech innovation and local fame adds emotional resonance to the tech-oriented message.

From a placement perspective, Orange chose strong highway visibility in both New Cairo extensions and bridges leading into the city center. It’s a wise choices for two reasons: first, these were the areas where the urban upper-middle class consumer markets who are among the earliest to adopt 5G services most often used their cars. Second, expressways visually complement the campaign's racing metaphor and reinforce the psychological correlation between network speed and car speed. The ubiquitous double-billboard setups (alternating between Abdel Aziz’s close-up and the race track's wide shots) ensure message consistency and continuity across various perspectives.

For more on this campaign and others, head to 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.