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March has had an overwhelming increase in the OOH occupancy share, reaching an unprecedented 88% on the busy roads of Greater Cairo. Spring and Mother’s Day  have brought good weather and lovely wishes, increasing the number of  advertisers that didn’t want to miss the chance of reaching their  audience.

The national elections for the Presidency of the Republic of Egypt have also added variety to the OOH scenery. Egyptian tycoon Talaat Moustafa Group started sponsoring one of the many OOH campaigns  that backed the electoral race of President El-Sisi. The  newly-appointed General Coordinator for President El-Sisi’s electoral  campaign reinforced the OOH strategy, followed by Egypt Support Coalition outdoor campaign, the support of Libyan businessman Tarek Farag with another OOH campaign and a last additional campaign, all of them backing the Viva Egypt initiative under the slogan “Tahya Misr”.

Food & Beverages has also brought a lot of new variety to the roads, increasing their overall OOH occupancy to 12%. With Ramadan round the corner, brands have started to plan their visibility strategy well in advance.

Juice producer Beytibrought creativity back to the billboards, while another favorite Egyptian brand has been busy during March: Editaannounced the launch of the new TODO muffins and showcased the rebranded packaging of Molto croissants.

Mondelez is also keeping a busy schedule on the roads. After the aliens fiasco, they have gone more classy for the launch in Egypt of Cadbury’s latest chocolate bar 5-Star, along a more colorful initiative for gum brand Trident.

Several brands celebrated Mother’s Day, such was the case of Juhayna and their support to Egyptian mothers and the confusing teaser and reveal campaigns from Etoile Patisserie.

Other industries, like Home Appliances also focused their messages on Mother’s Day. For instance, Philips launched a teaser campaign to celebrate mothers loving perseverance, and El Araby joined in the celebration, though their campaign hit the roads after the day.

The special occasion has been very popular this year, with worthy initiatives across other industries. For example, Misr El Kheir came out to the billboards to raise donations for mothers, Baheya Foundation launched an outdoor campaign with similar targets, and Al Mokhtabar also launched a special initiative to raise awareness about women’s health.

The Telecom industry has slowed down their rhythm, decreasing to 7% of the overall OOH occupancy. Regional operator Etisalat has resumed the promotion of the “Strongest card” and reinforced the promotion of their Sports news subscription service. Vodafone, on the other hand, has focused on special offers for Mother’s Day and a unique celebration of Mohamed Salah’s goals, with such intensity that the Egyptian King campaign has ranked #2. And Egyptian provider WE has upgraded their campaign for Agda3 Kart.

Real Estate developers couldn’t miss the chance to impress potential buyers during Cityscape,  the biggest event of the industry. Their OOH presence has been  strategically planned with branding campaigns and exciting new messages  that have kept the OOH occupancy of the industry as the highest of the  whole Egyptian market.

Hyde Park Developmentsevolved their branding campaign to feature selected projects, while CGP aimed at positioning mega project Al Burouj with new branding campaign that spoke volumes with numbers.

Projectsshowed off platinum sponsorship at Cityscape Egypt 2018, and Sorouh Developments launched a teaser branding campaign, anticipating the announcement of a new project, while Hassan Allam Properties turned branding campaign into a teaser, to later on announce the launch of HAP town in Mostakbal City, off New Cairo with a strong campaign that ranked #6 among our Top 20.

The latest developments in New Cairo were certainly the highlight on the boards. For example, Tatweer Misr announced the launch of Bloomfields with a campaign that ranked #7, parallel to Al Marasem’sOOH campaign for the launch of Capital Gate.

Sabbour went pretty cultural to announce their new project Odyssia, with clear references to King Ulysses journey from the classic epic poem, and ranked #1 as the Top Campaign of the month with the highest number of ad faces.

However, the New Administrative Capital keeps gaining steam. Alsafwa has kicked off the second phase of Capital Heights with a strong campaign that ranked #4, followed by Misr Italia and the likewise second phase of their Il Bosco project that ranked #5 with over 75 ad faces of large format.

MBG has revealed the first features of PUKKA, while Novus Stanzalaunched Phase I of Liberty Village and Master Groupincreased the reach of their campaign for The City and ranked #19.

Most  other industries have kept a more discreet profile this month, probably  saving their energy for the upcoming and exciting Ramadan holiday.

Remember: the better the insights, the better the strategy!

OOH MARKET INSIGHTS MARCH 2018-00

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