INSITE OOH Media Platform

This OOH campaign for O Views at O West by Orascom Development establishes the tone for how the project intends to be perceived. O Views is O West’s newest neighborhood, a space with a focus on privacy and nature. “Life with a view” is the positioning statement in this advertising campaign in Cairo, where the visuals have the first impression in mind and are designed to support the position right from the first look. There is a focus on landscape, light, and breathing space as the real estate project is presented through atmosphere rather than explanation.

Visually, the designs remain wide and expansive, similar to the stylistic OOH manner they achieved in their previous billboard ad. This is reflected in the render jobs, which focus on the architecture, vegetation, and water elements, resulting in an ambience that is soothing and continuous in every placement. There is an emphasis on the reality of living, which informs the manner in which the audience visualizes life in the development.

The branding hierarchy also embodies the same level of confidence. O Views comes first in the visual hierarchy, O West follows as the destination, and Orascom Development emerges as expected by the confidence of the signature. This branding hierarchy offers the sub-brand the chance to develop its own identity while rooted on the established credibility of the developer. In terms of big-picture concerns, this particular initiative also signifies the start of a brand narrative for O Views in relation to the O West universe. 

Scale is a factor of considerable importance in how the campaign performs. Billboards and smaller roadside displays share the visual language of space and perspective in a consistent and strategic manner. Whether experienced in the distance of the highway or in closer traffic patterns, the outcome is the same; space, perspective, and ease define the promise of the project.

For the marketing side, this trend corresponds closely to what is happening in the residential market. It is the feeling, not the benefit, that the buyer responds to. It is the lifestyle, not the layout. O Views hits the market right on the head by choosing the experience, the environment, the scene, which revolves around the concepts of light, vegetation, and openness.

To get more information about Orascom’s campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.