Turkish appliances brand BEKO has hit the roads of Greater Cairo for the first time this year to display their brand-new range of home appliances in black color. With ads that display the full range of black appliances over elegant royal blue backgrounds, the ad copy announces that “For the first time in Egypt, the complete black range from BEKO” is now available. The slogan “Black is more style” emphasizes the elegance of the appliances and invites viewers to call the company on their hotline. The campaign started during the first week of August and uses billboards, uni-poles, double-decker poles, mega signs, lightboxes, and flags on the most-trafficked areas of the city.