INSITE OOH Media Platform

The IL CAZAR Developments company has embarked on an outdoors advertising program in which it displays billboards in major transit routes as part of announcing Phase 2 of "The Crest," one of its real estate projects. The OOH ad involves a combination of a two-way visual that seeks to merge the functional financial incentive and the lifestyle imagery to target the commuter's mind.

Following their last OOH appearance, this advertising campaign follows an explicit differentiation of its billboard real estate by incorporating the simple layouts that would allow for quick reading even when driving through the highway. It applies a quantitative approach. The first creative of the billboards displays only the numbers of its financial offering in order to entice the consumer to consider the project.

The billboard is split into two equal colors blocks to provide for a clear demarcation of the information. While the left side employs a soft grey background, it highlights the terms of investment that are pegged on the payment of a 5% down payment together with a 10-year payment plan after which deliveries will be available in two years' time. On the other hand, the right side shows the deep burgundy block that contains the brand name; "The Crest by IL CAZAR" in a sophisticated, minimalist serif typography.

As for the visual segmentation, a secondary execution of the campaign redirects the consumer’s attention from the monetary aspects of buying the property towards its physical aspect. The variation consists of an expansive aerial view of the community that illustrates state-of-the-art architecture, landscaping, and water features. This particular creative makes an attempt to convey a consumer’s aspirations about the life style he would like to have by depicting how the community looks in reality.

The media placement strategy relies on the usage of traffic heavy urban roads. On these billboards, the giant IL CAZAR's unipoles usually appear together with repetitive roadside banners that serve as an element of another campaign. The rhythmic repetition created by such roadside banners becomes an important element in IL CAZAR's campaign – its giant center-island unipoles serve as one of the main visual anchors. While using saturated colors in their ads, competing campaigns do not pose a threat due to The Crest's use of purpleand grey.

By separating the financial aspects from the lifestyle elements in separate billboard faces, IL CAZAR manages not to overwhelm consumers' perception. Clean design, large whitespace areas, and a simple yet effective illustration of the 5% down payment and 10-year payment terms deliver a highly legible, professional message tailored to the fast-moving environment of Cairo's highways.

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.