INSITE OOH Media Platform

As Doroob Developments continues to promote their projects, the firm has launched an out-of-home advertisement for ZA.CORE District with billboards and digital roadside signs in West Cairo, which features their mixed-use project.

One can tell that in this campaign, the focus is equally on the location and affordable nature of the project. This is captured from the statement “At the Heart of Sheikh Zayed – Dahshour Axis,” where the project is depicted to be one with many uses, such as commercial, administrative, and medical buildings. In addition, the payment plan is emphasized, which features a down payment of just 1%, with monthly installments stretching to 100 months.

In terms of visuals, this is another advertisement that depicts the typical layout of the real estate industry, following their last branding campaign. It features the illuminated facades of the architecture renders, landscaped walkways, and the low-rise buildings, all of which are designed to convey the overall look and feel of the development. The render does not feature any specific building but the whole district as ZA.CORE District.

The most impressive part of the campaign, however, is the fact that the payment plan occupies quite some visual space in both the billboards and digital advertisements. It is part of a larger trend affecting Egypt’s real estate market as flexible payment plans emerge as one of the industry’s most powerful marketing devices. Amid ongoing considerations of cost, real estate firms are emphasizing payment plans as much as project features when selling projects.

The focus on Sheikh Zayed and Dahshour Axis is another important aspect. This development corridor has emerged as one of the busiest in Western Cairo, hosting several commercial, administrative, and healthcare projects targeting increasing population and economic activities in the region. Through such repeated mentions, Doroob may be positioning ZA.CORE as an addition to the story.

Finally, the use of purple and orange colors differentiates the campaign visually from other real estate advertisements in Egypt that use predominantly blue, gold, and black colors. Although still information-heavy, the use of these colors makes the ads distinctive amidst other real estate materials.

In essence, the campaign is not about selling a new architectural concept but about conveying accessibility. Given that the property is strategically located at Sheikh Zayed, the diversified use of space, coupled with its prominent funding scheme, indicates that Doroob Developments has packaged ZA.CORE in a way that would attract a diverse range of investors, businesses, and healthcare facilities interested in setting up shop in a rapidly growing area of West Cairo.

To get more information about Doroob Development’s campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.