INSITE OOH Media Platform

In Mercon Developments' latest out-of-home installation for V—X, the brand bucks convention and resists over-explaining itself, a quality characteristic of real estate projects. Then again, one won’t find busy renderings, arrows pointing out facilities, or lists of benefits screaming "return on investment." Instead, this campaign embraces restraint, and by extension, V—X becomes a location defined not by nor attuned to information overload.

Against the background of the open roads of New Cairo, the billboards stand as an overtly opinionated piece of art. One female face crowds the frame, highlighted with blue colors and radiating an aura of style from a high-end fashion shoot rather than from an advertisement for commercial property. The imagery goes for effect with an almost cinematographic feel, relying on empty space to make the statement. The statement goes by quickly — V—X Commercial Complex, Golden Square – and follows with "A moment that lasts.” 

All of this seems very much by design. VX is not simply another mixed-used real estate complex being pitched to the world; it’s now a statement of style. With this campaign borrowing from the language of beauty and high fashion advertising, Mercon puts V—X into a world of shine, of luxury, of creativity. The stripping away of the ad suggests the power of smart planning: a project so confident it doesn’t have to lay on the information heavily. 

Location choice extends that theme. Golden Square is already established as one of the most upmarket areas of New Cairo, with connotations of investment and architectural respectability. To place the project there, it is almost like an equal conversation; the area has substance, and the billboard merely equals that.

What’s most effective about this campaign is its grasp of the psychology behind OOH. Clarity is the best policy at highway speeds. The face is what gets noticed, blue is calming rather than overwhelming, and the name is clearly registered. Information isn’t processed; a mood is felt. VX is linked with refinement, durability, and coolness.

Want to learn more about this campaign? Check out MOOH, the Media Intelligence Company specializing in OOH advertising in Egypt and the Emirates.