The end of the year has witnessed a storm of product launches and events just in time to celebrate the Christmas season. Keeping the occupancy above 84%, the OOH media market certainly didn’t take a break during December!
Mobile Devices took a stronghold in the market, with leading brands launching new smartphone models just in time for the gifting holiday. More than doubling their presence on the roads, the industry sector reached a 6.5% of the total occupancy share in Egypt.
Huawei was one of the first brands to hit the roads, repositioning their recently-launched Huawei Mate 10 with the sponsorship of Nicole Saba’s latest video clip, as well as a special Christmas edition. OPPO also launched at the start of December, surprising the market with the new OPPO F5, and using advanced branding corridors in the most strategic locations of the city, and went even further in their surprise with the installation of an all-new OPPO bridge on Cairo-Alex Road. Later on Nokia tried to keep their share with the “bothie” feature in the new Nokia 8. And Apple enthusiasts celebrated the correlative launches of iPhone 8 first with a massive campaign above 100 ad faces that ranked #4 in our Top 20, followed by a more discreet campaign for iPhone X.
The Telecom sector also increased their share during December. Raising their occupancy by more than 1.5%, the leading providers fought for the attention of viewers and we found interlocking of campaigns on the major roads.
Regional network Etisalat renewed the promotion of their strongest card and launched a new Youth Bundle full of stars, while Orange promoted home internet, music and 4G, ranking #8 of the Top 20 campaigns in number of ad faces. Vodafone, who ranked #9 in the Top 20, centered its efforts on the message and hired puppet icon Abla Fahita to deliver it with music and fancy characters. TE’s new network WE also made an impact with a multilayered cross-promotion that went massive with more than 100 ad faces and made it to #5 in the Top 20.
Furniture & Interiors also doubled their presence on the roads, and took almost 2.5% of the total occupancy share. The 39th edition of Le Marché brought many Egyptian brands to the roads, such as Omash Fabrics, Damask, and Mazloum Home. Other industry top names, like In & Out, Kabbani, Smart Furniture, and Asfour Crystal took the chance to announce end-of-year discounts.
Another (expected) surprise came in the Ceramics & Sanitary ware sector, which increased their OOH occupancy share to almost 9% – as they do every end of the year. Egyptian tycoon Mazloum did not pinch in their outdoor media strategy, and extended their November campaign to almost 190 ad faces, the biggest campaign of the whole year!
Other renowned Egyptian brands like Mahgoub and Abd El Aziz El Sallab launched massive campaigns that also ranked among the Top 20 of December.
Real Estate went up again, and now holds 39.5% of the total occupancy share. The New Administrative Capital keeps gaining momentum, with new projects hitting the roads lately. Such is the case of Capital Heights by Alsafwa, with a massive campaign of almost 160 ad faces that ranked #2 in our Top 20, and was followed very closely by Better Home’s latest upgrade for Midtown, which ranked #3.
Misr Italia has also started evolving Il Bosco campaign, and Grand Plaza has launched a new development under the name of La Mirada, which has left viewers a bit puzzled as to where this new development is actually located – New Capital or New Cairo?
The leading tycoons of the industry have upgraded their messages as well. Arco has presented new features at Citystars Al Sahel, Dorra has launched Phase II of Address East, Arab Contractors has announced the launch of Green Hills through Brouj Egypt, and Memaar Al Morshedy has brought their newest projects to the city billboards.
Some projects have come back with a renovated look. AEON, Regent’s Park, AZHA, and The Groove have returned to the billboards with evolved artwork and new messages.
Other developers have focused their strategies in extending the reach of the campaigns, such as Tameer, who has added new serials to AZAD, Life Park, which has showed a new elegant appearance, and Eastern, who seems to be developing a stronger media plan for Genova.
Regular industries like Food & Beverages, Online Portals, and Medical & Pharmaceutical, have taken a short break in their growth, keeping a discreet presence on the roads at the end of the year.
Broadcast Media has also decreased their occupancy share down to 1.4%, with most TV channels slowing down the number of campaigns. MBC Masr marked the exception, upgrading the Christmas campaign initiated at the end of November with new shows. ON Ebrought out their drama series to meet the comedy shows that had started their campaign a couple of weeks earlier.
Home Appliances, Fashionwear, and Shopping Malls kept their occupancy share stable, with major names in each industry launching campaigns. Likewise, Banking, Education and Events did not suffer significant changes in their numbers.
Stay tuned as we reveal the evolution of the OOH landscape of Greater Cairo during the New Year.
And remember: the better the insights, the better the strategy!
Industry: Marketing & Advertising
Brand: INSITE OOH
Region: North Africa
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