Parallel to their TV Ramadan campaign – and repeating the marketing strategy from previous years –, home appliances distributor El Araby Group has appeared on the billboards with an OOH branding campaign. The ads communicate a message of gratitude to all the people behind the name of El Araby. Appreciative ad copy reads “If it weren’t for you, we wouldn’t be here”, with images of distinguished Egyptians, singers and sportsmen who represent a success story – a simile of the company’s achievements. Using mega signs, uni-poles, gates, double-decker poles, and billboards, the campaign spreads across the Greater Cairo since the second week of June.
