TOREC Developments Brings “Inspired Living” to Life Through OOH
TOREC Developments is making a sophisticated statement across Cairo’s skyline, capturing the essence of modern luxury with its latest high-impact outdoor advertising campaign.
What makes this campaign stand out is how conservative it is, choosing an almost midnight blue background, creating an air of sophistication from the very glance. Unlike many other campaigns, TOREC does not use any images and just lets the beauty of its typography take center stage. The ad space is a combination of a royal blue color and white letters, which ensures that it will be easy to read even at a considerable distance from one of the city's busiest streets. The T logo is surrounded by a geometric shape, symbolizing stability.
This is perfectly captured in the slogan – hand-written in a style which reads “inspiring lives.” Although the TOREC logo is stiff and robust, the use of cursive font makes it more personal and humanistic, implying that the buildings they erect are actually unique living experiences tailored for each individual. On one hand, it makes the connection between large-scale building and human life, while on the other, its inclusion in the upper right hand corner of the logo gives it a seal of credibility through the New Urban Communities Authority logo.
The effectiveness of the communication is achieved thanks to its minimalistic footer that features the number 15491 and the website. There is no mention of any other information like the list of amenities provided or the cost, but rather the billboard communicates an emotion and the quality of life that can be gained by choosing it.
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.
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