INSITE OOH Media Platform

Memar Makkah has built a strong reputation through the success of its projects across Greater Cairo. For the brand, however, these milestones alone were not enough. Taking to the streets with a bold rebranding campaign, Memar Makkah introduced Maraf, a new identity crafted to reshape public perception of the brand. Maraf places itself in a prime position to become closely associated with real estate across Greater Cairo, marking a strategic shift from project-driven recognition to long-term brand presence.

The campaign’s visuals were a masterful combination of deliberate choices and brilliant execution. Starting off with maroon, the color that dominated most of the visuals, bringing a sense of authenticity that strikes audiences immediately; following the choice of color, the campaign opted for authentic and oriental imagery that immediately commanded attention; and finally, wrapping up the visuals was the tagline, which kept copy short but very effective: "As if your presence is life itself," powerful words that convey a sense of belonging and credibility. All of these factors came together to take over unipoles and lampposts, bringing together a memorable OOH campaign that effectively communicated the brand's new direction. 

The strategic use of high-visibility locations ensured widespread exposure, while the blend of traditional and modern elements reinforced Maraf's identity as both rooted and forward-looking.

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.