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Car hunting is a lot like finding your perfect match: it takes time, patience, and more than a few wrong turns. But with Hatla2ee, the search for the right car feels less like a hassle and more like fate. Now debuting on Cairo’s OOH, Hatla2ee has turned car hunting into matchmaking.

The campaign rolled out across locations spanning high-traffic areas in Greater Cairo, including the 26th of July Axis in West Cairo, the Mohandesen area, and Nasr City near Central Cairo, which are all locations that guarantee high visibility to the audience.

The creative direction takes a fresh spin on the idea of car hunting, blending Hatla2ee’s premise of buying and selling used cars with finding the right metaphorical partner, which was pushed forward by the visuals. Those were divided into two; the first being a showcase of the brand identity, with the logo and tagline in Arabic, which translates to “the perfect match,” while the others presented cars in a UI inspired by matchmaking apps. One visual showcased a Skoda being placed in a frame that resembles a matchmaking app, with the offer below it reading “looking for a cheerful man that loves to travel,” while another featured a sports car with the text below it reading “a doctor in his thirties, from work to home,” tapping into a local Egyptian trope that is all too familiar in the used car scene. The visuals also featured a call to action at the bottom right, encouraging the audience to download Hatla2ee’s app.

Hatla2ee's debut was marked by creatives that speak the local language through fun cliches and strategic location selection, wrapping up a strong entry for them in Cairo's OOH scene.