INSITE OOH Media Platform

In a city where the rhythm of life is dictated by the pulse of the streets, inDrive has launched a vibrant new outdoor advertising campaign featuring the beloved Khaled Mokhtar that literally stops traffic across Cairo’s busiest corridors. 

The entire project represents an excellent lesson in location-based outdoor advertising by deploying huge posters to promote the values of the brand’s unique philosophy of negotiation among riders through the personification of the beloved comedian. The recurrence of his recognizable face on Cairo’s main roads instills confidence and familiarity, bringing back the campaign to highlight the power that the people have in their hands. Set against the context of the city’s architecture with its mixture of the ancient and the contemporary, the eye-catching lime green posters are a welcome addition of color, with Khaled Mokhtar being the ideal mediator between the mobile application and the average Egyptian citizen.

The billboard hierarchy is brilliantly designed, positioning Khaled Mokhtar at the foreground holding a smartphone that showcases a large and easy-to-read screen. The presence of a transparent price tag of “50 EGP,” with the plus and minus buttons for easy manipulation, coupled with the reassuring smile of Khaled Mokhtar, encourages passerby to use the application, while giving weight to the “Choose Your Price” promise. The use of the familiar face of Mokhtar Khaled together with the picture of a driver creates a more humanized angle that reminds the viewer that there exists a common ground that has been made possible through the brand.

The communication style is short and concise, making use of the powerful Arabic typography which translates to "Your choice, your price" and gets further emphasis through the signature of Khaled Mokhtar. Such word choice resonates well with the target audience who highly appreciate their independence as well as the ability to negotiate deals, which is something common and celebrated in Egypt. 

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.