Outdoor Billboards Declare Alburouj as Your New Home
Pastel colors, bold font, straight to the point, short statements, this is what Imkan's newest OOH campaign is all about. Coming after its last appearance on February 10th, Imkan is back with its Alburouj campaign, and this time around, it is definitely not here to charm you with the promise of its lifestyle offerings. Instead, the campaign moves like a sequence of punchy headlines: each billboard has one message, one proof point, then gets out of the way.
What immediately stands out is how the campaign treats Alburouj as an already-lived reality, not a “coming soon” promise. First of all analysing the campaign’s color palette, it is using soft pastel colors to make the statements feel easy to absorb and consistent across multiple placements.
As for the core line, it shows up in different forms across the set: “ALBUROUJ IS HOME,” “ALBUROUJ IS ALIVE,” and “ALBUROUJ IS REAL.” All are simple sentences, but strategically loaded because they make a direct attempt to shift the conversation from aspiration to arrival.
The campaign leans heavily on numbers, such as lines like “4300+ residents & growing,” “1706 families call it home,” and “13 districts with lights on.” Even the smaller note, “353 families moved in last year,” adds to the same idea: this place isn’t empty, and it isn’t waiting to start. And when “IT’S ONLY THE BEGINNING” a simple continuation of what’s already happening. Put together, the copy presents Alburouj as a community that’s already there, already growing, and steadily moving forward.
Lastly, the line “IT’S ONLY THE BEGINNING” is there to manage how the campaign is read over time. It tells the audience this isn’t a one-off message, it’s the start of a longer presence for Alburouj.
To learn more about Innovation AlBurouj’s OOH campaigns in Egypt, visit MOOH, your local OOH intelligence data provider with international standards.
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