Haier Turns Greater Cairo’s OOH Into a Global Football Showcase
Maintaining the status quo from their previous campaign, Haier has returned once again with a football extravaganza that took over OOH in Greater Cairo.
The campaign went for a multitude of lively, high-traffic locations, including Waslet Dahsour, 6th of October Bridge, and Heliopolis, to name a few. Moving on to the visuals, Haier went for last campaign's strategy of separating the visuals based on the teams that they sponsor; this included a visual that had Mohamed Salah, Virgil van Dijk, and Alexis Mac Allister on the Liverpool visuals, as well as Taher Mohamed on the Al Ahly visuals, and finally, Paris Saint-Germain was also featured on the visuals. By leaning back into football as the driving medium for its OOH campaign, Haier has tapped into the emotional aspect of football that has always resonated with its Egyptian audience, which brings us to the tagline that wraps this formula effectively: “Ahead, not keeping up.”
In doing so, Haier once again proves that culturally relevant storytelling remains one of the most powerful tools in OOH when executed at scale, turning Greater Cairo’s streets into a statement of leadership rather than just presence. Placing Haier as a provider that plays to win, not to keep up.
You can learn more about this campaign’s budget, OOH kinds, locations, and more by visiting MOOH, Egypt, and The Emirates OOH-dedicated analysis system and Media Intelligence.
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