INSITE OOH Media Platform

One of Egypt's biggest distributors and makers of appliances, El Araby Group, has made a comeback to Cairo's main streets with a multi-brand awareness campaign that highlights its assortment of international home appliance brands.

In an effort to strengthen its position in major home appliance categories, El Araby is showcasing Hoover washing machines and Hitachi refrigerators in its first significant presence since January 20. 

Established in 1964, the El Araby Group represents global brands like Hitachi and Hoover in the Egyptian market and has a vast network of retail stores and service centers throughout the country. Each billboard highlights a distinct type of appliance and comes in a variety of shapes and layouts. In the Hoover implementation, washing machines are shown against a blue gradient background with the Arabic headline "Italian Technology." The product lineup and brand name are separated by the stacked arrangement. 

The Hitachi billboard's executions carry on this structured variety. The words "Japanese Technology That Lives With You" and "HITACHI" are displayed in high-contrast white writing on a prominent black upper panel. The refrigerator is positioned below in a realistic interior setting of a house, providing useful context while preserving a distinct and well-structured appearance.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about Elaraby campaigns.