Mirad Developments' Vtown Launch Campaign Takes Over Cairo's Skyline
Vtown by Mirad Developments has officially made its grand entrance onto Cairo’s competitive outdoor advertising stage, and it is doing so with a whisper that commands more attention than a shout.
With its strategic placement along the most trafficked parts of New Zayed, the campaign rejects the frenzied mess that characterizes the billboard ads for other properties and opts instead for an elegant approach with an emphasis on contrast, which reflects the idea of “boutique living” it seeks to promote. In terms of design, the image is a carefully constructed piece that plays on texture and contrast with the use of a dark moss green organic form that flows across the surface in waves, much like the curves of a hilly landscape, grounding the image in a sense of calmness.
The bold typography of "VTOWN" set against the abstract scenery ensures that the commuter's attention will be fully engaged with the branding and that there will be no confusion caused by heavily edited architectural images. Use of the white, modern typeface for "ONE NEW ZAYED" and "SIGNATURE SINGLE HOMES" ensures that the commuter can immediately identify the project's location and the main product. All of the design elements feel luxurious, such as the use of the Mirad Developments logo or the contact information of the 19724 number. All of these elements work together effectively to create an experience that sells the luxury and tranquility of the lifestyle associated with the properties. It is a rare instance of a campaign that sells exclusivity while using the most accessible form of advertisement: the highway billboard.
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.
Come on, tell us what you feel about this article.
Learn about this campaign budget, media plan, campaign data
