INSITE OOH Media Platform

West Cairo’s competitive real estate scene has just gained another flagship project with Capwest Residence by VIA Developments, the first residential compound in West Somid. This marks VIA Developments’ return to the Out-of-Home landscape following their previous rollout last month, announcing themselves as “the path to the future."

The announcements could be seen on West Cairo’s most lively roadways: Waslet Dahshur, 26th of July Axis, and the Wahat Road. The geographic distribution of the locations coincides with the project's location as well as the targeted audience, people in West Cairo who use these roads daily. 

The creative direction of the campaign employed two separate visuals. The first uses a white backdrop that brings a sense of peace and modernity; the white is then broken up with the greenery placed on a patio and the white dove that continues the sense of peace conveyed by the color. The second visual uses a blue gradient that conveys a sense of royalty and stability. This is then elevated by top-down pictures of the compound, showcasing the residential arrangement and the facilities in the compound, providing a proof of concept at a glance.

The copy remains consistent across the rollout, starting with the claim of Capwest Residence being the first residential compound in the West Somid area. The second line, which reads, "Make excellence your choice," changes the direction from being a mere purchase to an opportunity to move up into an upper echelon of living. Through high-tier location selection and a balanced creative direction, VIA Developments has successfully transmitted a dual message of tranquility and prestige to the audience.