INSITE OOH Media Platform

Following the momentum of its "Project X" campaign in September, Yango Play quickly returned to Cairo's D/OOH scene, less than a quarter later, to promote its new original series, Flowers & Chocolate. The streaming platform continues to establish its presence with notable outdoor visuals.

The campaign attempted a creative approach using special production, specifically by placing a frame of flowers and greenery around the billboards. However, this production element was largely ineffective. Given the long distance of the billboards from the road, the colors of the flowers and greens were not vivid enough and were barely noticeable.

The billboards feature the leading stars of the show, Mohamed Farrag and Zeina, captured in a moment charged with tension and emotion. Their expressions and body language, set against a deep, moody blue background, hint at an intricate storyline that balances tenderness and suspense, much like the symbolic pairing of flowers and chocolate. Soft versus dark is a mirror to the emotional duality that the show promises-love with a twist, sweetness wrapped in secrecy.

The campaign's visual identity is defined by its sophisticated, mysterious, and cinematic composition. Key elements include a restricted color palette, soft spotlighting on the characters, and deep shadows, collectively creating an atmosphere of intimacy and intrigue. This aesthetic is further enhanced by the strategic bilingual titling: the Arabic title, presented in elegant calligraphy, is positioned alongside the English subtitle "Roses & Chocolate." This design choice achieves a polished, bilingual appeal that successfully engages a broad audience while preserving genuine cultural authenticity.

To build awareness, additional Out-of-Home (OOH) media types were utilized throughout Cairo. However, these were less prominent compared to Yango's typical D/OOH campaigns. The strategy included "solo shots" of the featured stars on certain billboards. These visuals functioned as teasers, aiming to establish an early connection between the audience and the protagonists before they watched the full story on Yango Play.

To inquire more about the campaign’s types, locations, budgets, media plans, and more, visit MOOH, the monitoring out-of-home intelligence data provider in Greater Cairo.