INSITE OOH Media Platform

Abu Auf has rolled out a new out-of-home campaign across Cairo, positioning its coffee range as a reflection of everyday moods and routines. The food and beverages campaign has been rolled out across particular bridges and roads in the city via stacked hoardings and billboards, following their last OOH campaign. 

Featuring Egyptian actor Taha Desouky, the core idea of the campaign centers on the concept of coffee as something personal that fits your mood, your taste, and your moment. Instead of showcasing a hero product or lifestyle, Abu Auf chooses to highlight familiarity, accessibility, and relatability.

The location of the billboards is strategic, with some of them along traffic routes, atop bridges, and along roadways to obtain more views as drivers get to see the same billboards weekly. In addition, some of the billboards are positioned in a stacked fashion, where one is placed atop another to create more brand recall through repetition.

The information is presented in a clear and easily legible format from a distance. Blocks of Arabic text dominate the center of the boards, accompanied by images of the products along the lower edge. This design ensures the message is read easily, even at high speeds.

Rather than emphasizing one blend in particular, the campaign shows several coffee products side by side, reaffirming the message that there is a coffee to suit all tastes. Images on the coffee packaging are prominent and realistic, without stylization or abstraction.

This approach follows the position of Abu Auf as a brand of the everyday, as opposed to something new. The coffee becomes integrated in the ways that people live, as opposed to something to be discovered.

In the ad, Desouky is shown in a simple, everyday context, such as drinking a cup of coffee, and this is in keeping with the overall non-boastful and simple approach of the campaign, and its attempt to present a brand that is a natural and integral part of everyday Egyptian life.

Importantly, this campaign doesn’t center upon star power alone. Desouky plays his part to further enhance the narrative, not necessarily to make it.

The visuals feature soft and calm colors such as green, beige, and yellow, very similar to the packaging and conducive to relaxation rather than energy and boldness. The Arabic text is equally simple and informal, without pretentious claims or marketing language. This tone appears particularly appropriate for the Cairo OOH market.

The emphasis is on emotions, routines, and familiarity, and the use of Taha Desouky is such that no over-commercialization has been done around the celebrity, giving the campaign an earthy feel.

For the campaign’s types, locations, budgets, media plans, and more, check out MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.