INSITE OOH Media Platform

BIM’s signature red color has once again taken over the streets of Greater Cairo, bringing a campaign that hits close to home with the tagline “All Your Home Needs, Right Under Your Home.” This comes in following their previous campaign from February of last month. 

The campaign was strategically deployed across the capital’s busiest roadways, commanding high-traffic motorways from the central hubs of Zamalek and the 6th of October Bridge to the 26th of July Axis and Wahat Road in the West. The creative direction of the campaign opted against high-profile celebrity collaborations, Instead, it embraces the "friendly neighbor" aesthetic, a man dressed in a butcher’s apron, along with two female subjects, could be seen in one of the visuals with a wide array of BIM’s products being placed in front of them, while another showcased a family of holding up a variety of the products present at BIM. This choice effectively connects BIM’s choice of visuals to the tagline that was common across all the visuals, which reads: “All Your Home Needs, Right Under Your Home.” 

BIM continues to prove that in the competitive world of Egyptian retail, you don’t need a star-studded cast to win over the streets. By prioritizing relatability over celebrity, the brand reaffirms its commitment to being the neighbor you can always count on, proving that for the everyday Egyptian family, the best solution is the one waiting right under their home.

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.