INSITE OOH Media Platform

Centrada brings C9 to the forefront of Egypt’s real estate conversation. Following its last OOH campaign, this outdoor advertising campaign by Centrada Developments, across Egypt, can be summed up as a brand that has decided to communicate with investors on their terms, in their language. It’s not a “wow” or a visually striking moment, but a clear, organized, and scale-obsessed approach that screams a sense of planning. 

The ad start by defining C9 as a mixed-used development that’s based on function over fantasy, with key concepts like premium investment, medical, commercial, administrative, and strong value at the forefront. The creative direction is also highly dependent on information design. Rather than having the kind of hero build image, the billboard creates its image through words themselves. This is done in the form of creating the message in the shape of a constellation that immediately draws the attention of the viewer. 

The blue background creates depth for the image, and the words contribute significantly in making the images appear more composed despite having features that can be termed as cluttered. The phrase "Centered for Sucess" playfully recalls the advertiser name in a way, placed cleverly on the digital screens. It is also an advisable move for the marketing of a real estate company, which is targeting investors rather than residents. This isn’t about imagining yourself on a balcony. It’s about seeing the full scope of what you’re buying into.

Branding has an unobtrusive but assured role in this. The naming of Centrada at the footing of the board, with the company’s stable of sub-brands around it, firmly emphasizes the theme of an overall developer with depth and consistency, rather than one-off quality. The addition of the C9 branding with “Ninth Development by Centrada” presses that theme even harder. This is an increasingly long-term pattern, and the advertising ensures that that is apparent without making it the headline.

Location also does the talking. The fact that the billboards in the advertisement are strategically located in highly trafficked roads in West Cairo shows that the message reaches people in motion, professionals, business people, doctors, and investors, who would be the same people that the workspace, clinics, and prime locations would come into mind. The digital screens also prove how technology-forward and in tune with the times the brand is. The highlight in the advertisement is the mentioning of the 6th of October, West Cairo is directly in the middle, where all the ambition is channeled towards a specific location that has its significance in the real estate market in Egypt.

Most striking, perhaps, is the manner in which the campaign frames investment as a serious discussion, not an appeal to emotion. Words like "proven track record," "strategic locations," and "modern design" don't have the ring of ornamentation here. They sound like they were selected for people who read billboards the same way they read balance sheets-quickly, selectively, and with their eyes on the bottom line. Even the hotline number at the corner of the layout is placed like the final step, not a pushy call, but simply a natural next move for the person already thinking in numbers.

You can learn more about C9 campaign’s budget, OOH kinds, locations, and more by visiting MOOH, Egypt, The Emirates OOH-dedicated analysis system, and Media Intelligence.