INSITE OOH Media Platform

Cairo’s skyline has recently taken on a deeper, more deliberate shade of red as Vodafone rolls out its latest RED outdoor campaign, starring Dhafer L’Abidine and Asser Yassin. 

Following their prior appearence, the new visual narrative is all about contrast and presence, featuring Dhafer L’Abidine, exuding a sense of refined calm that speaks of understated authority. Asser Yassin, seated and relaxed, brings a different but no less compelling energy; confident, self-assured, and unapologetically comfortable in his own skin. The broad red graphic Vodafone logo that connects them across the billboard serves as both a visual link and a symbol, emphasizing Vodafone RED as the meeting point for all different personalities and lifestyles. Other ad spaces also feature the stars lounging, smiling and comfortable together. The Arabic phrase which translates to “No matter how different we are, we’re RED hands down,” is a perfect encapsulation of this, using individuality as a badge of honor.

The secondary billboard changes the focus from attitude to value. Here, Vodafone breaks down what RED really means in practical terms, highlighting a robust lineup of impressive partners. Disney+, Watch It, Anghami Plus, Shahid VIP, Amazon Prime, and Yango Play are not mere add-ons but an essential part of the RED package. Day-to-day upgrades such as talabat pro and BEFIT take the promise beyond the screen, emphasizing RED as a lifestyle that follows you from entertainment to fitness to convenience.

Visually, the campaign is very catchy. The dark, muted tones of the background allow the red typography and icons to slice through the visual noise of Cairo in an instant, and by matching up Dhafer L’Abidine and Asser Yassin with a very clear ecosystem of benefits, Vodafone is able to make RED feel less like a phone plan and more like a way of living.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about Vodafone campaign.