INSITE OOH Media Platform

MADKOUR Group is running a lean OOH campaign on Cairo roads, performing a single task, and communicating it effectively. One message repeated on billboards across Cairo: "Building Was Just the Beginning."

The real estate messaging is coupled with a simple subsequent one that states: Launching Soon – Financial District. And that is it, just a messaging approach that comes across as a deliberately thoughtful one. 

The Cairo billboards are all about the use of brand clarity. The image is simple: a dark blue background, the MADKOUR logo locked into the center, and very few words to support the message. There’s no point to introducing the project, to buying the unit, to introducing the lifestyle. The billboards serve almost as a message to stop the readers for a brief moment and flip the reading pattern for the brand.

Placement is also vital in this campaign. The campaign is placed on busy roads leading to the newer business areas of Cairo, where the concept of a Financial District has some influence. The campaign is of uniform messaging, whether it is the placing of huge uni-poles or smaller roadside boards, and does not require variation. The message has been repeated, and uniformity is the goal.

The copy itself is where the heavy lifting is being done. "Building Was Just the Beginning" takes the narrative from MADKOUR as a development company, as one that completes its goal with construction, and turns it into one that views development as just the starting gun and not the finish line. A message that resonates well with an audience that is becoming cynical about developments that are effectively promising the moon.

Also noteworthy is what is—and is not—present in this creative asset. There is no date and no offering information; no extraneous visuals. There is no intention to convert visitors immediately in this ad. The intent is to imply something greater is coming. 

In terms of OOH specifically, it is more of a teaser than a geographical sales piece. The confidence is more subdued than overt. It does not explain itself too quickly, nor does it water down its message to appeal to everyone at the same time. Rather, it establishes the tone before the launch of something, establishing that the Financial District that MADKOUR is launching is the next chapter of something greater, rather than something on its own. 

Reveal more about this OOH campaign, formats, locations, and more by visiting MOOH, an OOH-dedicated analysis system, and Media Intelligence in Egypt and the UAE.