INSITE OOH Media Platform

 Towering above Cairo’s highways, Oxi’s latest outdoor campaign feels less like an advertisement and more like a confident public statement. The billboard is a masterclass in using color before message, bathing the landscape in deep reds and magentas that announce energy, confidence, and recognition before a single word is even considered. In the pale blue of the Cairo sky, this stands out dramatically, so that a message that could easily be lost in a single, brief passing is impossible to miss.

The center of this visual is, of course, Donia Samir Ghanem, who is clad in a statement hot pink suit that matches the colors used on the billboard itself, adding to the cohesion of this particular advertisement campaign. Her use in the billboard is warm and forceful at the same time; while she has a smiling face that reaches out, she has a stance that projects confidence. The fact is, she is not simply promoting a product but making a statement, and this particular billboard captures that particular expression accurately. The gesture that she makes, pointing to the Oxi logo and ad copy noting “I chose,” serves as a shortcut for where the viewer’s gaze should go next.  

Visually, the background environment is also supportive of this story. The softly focused elements in the background of the image create a warm and inviting notion of home and cleanliness that does not detract from the elements in the foreground. The environment of the message makes the entire marketing campaign more realistic, as Oxi’s promise is in their everyday world and not in the world of perfection.

What's particularly effective about this branding campaign is its subtlety. There isn’t a clamoring for attention from multiple claims, multiple product shots competing for viewers’ attention. Instead, a prominent display of the Oxi logo comes across confidently, and it's up to brand recognition to carry the message.

Oxi's billboards convey a preference, supported by familiarity, star power, and simplicity. By leveraging all of these elements, this marketing campaign transforms a fleeting glimpse into an unforgettable experience. 

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.