INSITE OOH Media Platform

United Media Services turns Cairo’s skyline into Ramadan’s ultimate watchlist, putting the season’s biggest series and their streaming channels front and center, impossible to miss.

At a distance, the billboards have a cinematic quality, drenched in gradients of orange, gold, and deep sunset colors. They immediately convey the message of Ramadan, a time of coming together, of waiting with bated breath, and of nightly rituals centered around the screen. Each billboard is grounded in strong character portraits; ensemble casts standing in a row with quiet determination, leading actors positioned in dramatic lighting, eyes fixed ahead as if already in the middle of the action. The feeling is intentional, before the audience even knows what the story is, they know what’s at stake.

The titles boldly run across the middle in large Arabic font, legible at quick glance. Below them, the familiar logos of the channels DMC, ON, CBC, Al Hayah, and Watch It are prominently placed, serving more than just a purpose of branding, they immediately resolve the most pressing question of Ramadan: where can I watch this? The presence of these logos on multiple billboards reiterates the message of accessibility and availability, placing United Media Services at the forefront of the most eagerly awaited programming of the season.

One billboard promotes the upcoming series "Ard w Talab" starring Salma AbuDeif, another features "Kan ya Makan" the anticipated show lead by Maged El Kedwany, Yousra El Lozy, Noha Abdien. Other ad spaces also feature shows like "Ein Sehreya" by Essam Omar, "Kolohom Beyhebo Mody" by Yasser Galal, "Forsa Akheira" by Tarek Lotfy and Mahmoud Hemida , "El Nos Eltany" by the infamous Ahmed Amin and Asmaa Abulyazeid. 

As one moves through Cairo’s streets, more Ramadan shows are uncovered like “Etnein Gheirna" by Asser Yassin and Dina El Sherbiny, "Fein El Hard" by Youssef Elsherif, and many more like "Tawabei" by Riham Hagag, "Ab Walaken" by Mohamed Faraag, “Darsh” by Mostafa Shabaan, “Ras El Afaa” starring Amir Karara, and “Manaa” by the beloved Hend Sabry. 

The full casts convey size and weight of production, with most of them featuring two protagonists or more, with a posture that conveys drama. The simple backgrounds are designed to keep faces and titles front and center, where they can be seen above the Cairo traffic.

The strength of this campaign is its directness; no cryptic messages or promises to keep. Only a bold promotion of the Ramadan programming and where it can be found. 

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.