INSITE OOH Media Platform

BMW Egypt is speeding up on both flash and substance with the launch of their new campaign for the all-new BMW X3 with a fearless tagline: "Wherever Your Life Goes, the All-New X3 Leads." After their last billboard ad, this automotive campaign pairs star power with versatile storytelling, casting the X3 as the car for every kind of road.

At the forefront of the campaign is Egyptian actress and model Tara Emad, who naturally embodies BMW's aspirational and earthy brand ethos. With her wide range, both on screen and in life, she lends a relaxed sense of refinement and approachability to the X3. She feels just as at home in a red carpet gown as she does in riding boots in the desert, and that's just what this campaign's visual strategy is all about: set the X3 against contrasting backdrops; a red carpet, a desert, a beach club.

In each photograph, Emad embodies the potential of the car to be versatile. She's not just advertising the car, she's driving with it. Her style and poise add to the X3's status as a car for the assertive, the stylish, and the confident. The combination is effortless, not artificial; the actress is not just some famous person stuck on top of a product; she represents the car's ideology of elegance in flexibility.

The multi-channel roll-out is as advanced as the car itself. On roads, there are billboards along crowded highways and underpasses across Cairo, with imagery locally adapted. The dramatic theater variant wraps the New Cairo entrance, suitable for drives at the beginning of evening, while the bright poolside imagery wraps bridges and tunnels in bold color. The desert picture, golden warm light, and sand-crusted tires blend nicely on long routes like the Ring Road and Katameya Axis. On the other hand, the campaign is brought to life online. The interaction between OOH and digital media gives the campaign an appearance of immersion and multi-channel, instead of fragmented.

Billboards were placed strategically at New Cairo & Fifth Settlement entry points, targeted towards upper-middle-class professionals and households. They also chose Ring Road and Sokhna Gateway, pointing to the flexibility of long-distance travel. In the tunnels of Zamalek, the billboards are grabbing attention in busy, pedestrian areas. Along Sheraton and Airport Road, they’re targeting the urban wanderers, the jet-sets, the frequent flyers. This positioning speaks to BMW's target segment: image-conscious consumers in transition who desire an automobile that moves effortlessly between errands and expeditions.

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.