INSITE OOH Media Platform

El Araby has completely taken over Cairo's billboards, deploying an energetic new out-of-home campaign that demands attention. 

As drivers pass by, they are immediately hit by a bright, electric blue background, a color choice that injects a sense of urgency and value, both core to the El Araby brand. This isn't a subtle campaign; it's a confident, loud claim designed to pierce the daily commute: gigantic savings have arrived, and they are impossible to ignore. The glowing, inflated Arabic headline towers over the ELARABY logo like a neon sign. This effect gives the billboard a sense of motion and depth, standing out significantly from the flat, static ads typically seen on Cairo's roads.

As the viewer's eye moves to the lower billboard, the messaging becomes sharper, more tactical. A Hoover washing machine sits center stage, rendered with clean lighting and crisp contrast to emphasize modernity and reliability. The product isn't just showcased-it's spotlighted, as if sitting on a pedestal of value. The surrounding design elements amplify this effect: bright price tags, bold savings, and an immediate comparison between the old and new price. The drop from 17,599 EGP to 14,699 EGP isn't merely displayed; it's dramatized, reinforcing the idea that this is a genuinely compelling deal. The choice of red for the old price and white for the new one creates a visual rhythm that encourages quick comprehension even at highway speed. The same layout is used to showcase Sharp’s AC, the astounding price drop noted from 32,900EGP to 29,225EGP.  

To the right of the products, the campaign anchors itself with three callout buttons highlighting the main benefits: discounts, installment options whether through Bank installments, ValU or Souhoola, and points collection. These rounded, shiny buttons look like app icons, translating the brand's customer perks into instantly recognizable symbols. Each button feels actionable, as though tapping it could immediately unlock the offer. This interactive illusion is what gives the billboard its contemporary feel.

This campaign is not about abstract branding or minimalism; it is all about clarity, color, and directness to provide what consumers are looking for most: transparency and real value. In a fast-moving, crowded visual environment, the brand uses strong contrasts, striking color palettes, and unmistakably bold typography to rise above the noise. Every design choice reinforces the narrative of affordability and approachability, making the campaign not just visible but memorable. 

To get more information about this campaign and other campaigns, visit Monitoring Out of Home (MOOH), the region's dedicated media intelligence platform in Cairo and Dubai, where you can view exclusive information like campaign type, format, and location breakdowns.