INSITE OOH Media Platform

It's no coincidence that red has taken over Egypt's highways. The family-forward message of BIM's most recent out-of-home campaign targets decision-makers in households nationwide.

With its large-format billboards lining major thoroughfares, the Turkish retail behemoth presents itself as more than just a bargain store. The supporting line, "All your household needs under your house," plays a subtle but clever play on proximity and convenience, implying that everything the home needs is essentially within reach, while the main line, “Closer and more affordable to you than anyone," reinforces the promise.

The campaign's visuals emphasise cosiness and familiarity. A mother and child are shown in one execution holding common grocery items with pride. Another features a father-daughter team showcasing staples that are driven by values. Reiterating BIM as a reliable presence across various Egyptian family archetypes, a third frame broadens the story to a multigenerational household scene, featuring a chef figure flanked by two women wearing hijabs.

The red background is psychologically assertive in addition to being consistent with the brand. It conveys urgency and pricing confidence while slicing through Cairo's skyline's visual clutter. Cooking oil, frozen fries, dairy, snacks, and pantry essentials in the main shopping basket visually anchors the value proposition: these are actual, everyday necessities. 

The messaging strategically appeals to Egypt's current consumer environment, where household budgeting and price sensitivity are major concerns, especially as Ramadan dawns upon us.

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.