INSITE OOH Media Platform

Celia’s new OOH campaign rises above Cairo’s highways like a pause button, two stacked billboards working in quiet harmony to sell not just real estate, but relief. 

The first element that is striking about the new outdoor billboards is the contrast between the cityscapes and the natural elements. Suspended above the city’s busy highways, the billboards make a clear statement of their purpose. In the first visual, the campaign talks about flexible payment options for Villas across 13 years, with a clean, deep teal stretch as the background. At the same time, the second billboard introduces the viewer to the world of Celia. The visual offers a picturesque image that resembles a scene from a movie, where the landscape is full of greenery and features only one modern building located among them in each slide.

What is even more impressive about this particular campaign is its ability to convey all the essential ideas about Celia through the ooh. The development, which is located in the heart of the Green River in the New Administrative Capital, features numerous green zones and a healthy lifestyle based on harmony and balance. All the billboards of the campaign avoid the need for any textual explanation, since the essence of the project is already conveyed through real life imagery.

The copy itself reflects such subtlety, phrases about having ownership of the unit and "beginning a new life" are written in such a way as not to overwhelm the image at all, but still stand out from the crowd.

The first visual speaks to the rational side of one's perception: payment plans, periods, feasibility. Meanwhile, the other speaks to viewers emotionally, giving an impression of space, tranquility, and ambition.

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.