INSITE OOH Media Platform

The "Pride of Barcelona" has officially brought its rebellious flair to the streets of Greater Cairo. Cupra first challenged the Egyptian automotive status quo in 2022, being distributed by Kayan Egypt. They have now staged a DOOH takeover to announce the arrival of the all-new 2026 Formentor. 

A car as commanding as Cupra needed a format to match its spirit, opting for the digital format instead of traditional static options. The locations for the campaign spanned the length of Greater Cairo: 26th of July Axis and Waslet Dahsur in West Cairo, and 90 Street in East Cairo. The choice of locations aligns perfectly with Cupra’s audience: 'The Tribe.' These are drivers looking for more than a commute; they are looking for a car that feels alive.

The creative direction for the campaign showcased the car starting up with Cupra’s signature logo lighting up as the car awakened. This was then followed by a driving montage that presented the car doing what it does best: turning driving into an aggressive symphony. The video then closes out with the announcement of the car, with the text reading “New Cupra Formentor” “Now in Egypt” with the final frame of the advert showing Total Energies along with Quarts Engine Oil. 

The campaign did everything the Cupra way: unapologetic, fast, and alive. From the choice of locations to the creative direction, we are certain that we will see many people joining “The Tribe” off the back of this campaign.

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.