Kellogg’s Paints Cairo Red with a Bold Fusion of Korean Flavor
Kellogg’s is electrifying Cairo’s skyline with a vibrant new outdoor campaign that masterfully blends the K-wave phenomenon with the local appetite for bold flavors.
As the commuter travels through the busy streets of the city, they are confronted by large, contrasting billboards, which replace the previous images of premium noodles with the hot and spicy sensation of "Korean Cheese" instant noodles. The design approach is exemplary in creating a hierarchy in its visual display. The use of deep red as the background color of the billboard makes the design feel luxurious and mouth-watering. Placing the product on a velvet table creates a sense of luxury in the quick fix meal, distinguishing it from the rest of the environment in Cairo.
It’s all about the way in which the billboards cleverly blend the Arabic and English scripts and even the Korean one. It’s all done with great typographic size, where the word "JUMBO" appears prominently at the bottom to make sure of the consumer’s satisfaction. In the center of the billboard, there is a HD photo of lifted noodles using a fork, an element that evokes "steam-off-the-page" reaction from the viewer. And to the sides of this focal point, there are various Kellogg’s offerings, ranging from cheese to beef flavors.
However, what makes this advertising campaign so effective is how it leverages the "New" bursts and localised copywriting to bring out the best in the exotic Korean cheese taste while creating an emotional connection with the Egyptian consumer. Rather than promoting the product, the billboard conveys the right mood and experience of excitement. By employing double stack billboards, Kellogg's has taken its campaign to where it can achieve maximum exposure through Cairo's notorious traffic hours. From the curtain background on the upper half of the board to the "New" burst in yellow, all the components come together to convey a new era for the classic brand.
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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