INSITE OOH Media Platform

Amidst an ever-growing metropolis that prides itself on ambition, innovation, and vertical expansion, Al Aliaa Developments dominates the Egyptian streets of New Administrative Capital through its expansive OOH advertising campaign for AI Tower.

From billboards and roadside ads to impactful placements that span all over the major routes in the capital, the ad campaign promotes the development through consistent graphics in the form of gradient purple and blue colors, futuristic visuals, and a straightforward message that declares AI Tower to be “The Smartest Tower in Africa.”

The branding also serves a larger purpose: introducing Al Aliaa Developments’ debut project in Egypt. Located in the New Capital’s CBD, AI Tower combines commercial, administrative, medical, and hotel components within a development that is being marketed as one of the first AI-managed towers in Africa. Facing the Iconic Tower and the Green River, the project’s emphasis on technology and smart management is reflected throughout the campaign, where futuristic imagery becomes as important as the tower itself.

Unlike most campaigns that emphasize payment terms and financial gains, the current one relies solely on its branding elements. It presents the tower as the star of the communication, accompanied by graphics inspired by artificial intelligence technology.

In terms of coverage and presence, it is hard to overlook the current campaign. Any visitor who drives through the city will see the ad at least several times on their way due to the repetitive nature of the creative direction that spans all over the network.

It should be highlighted that the current approach towards advertising the property can be considered unique because Al Aliaa is trying to make its residents identify AI Tower and use it as a distinctive mark that will be associated with the real estate development. It is important to note that the communication tries to create an image of the tower and make it a distinctive feature rather than sell square meters.

Furthermore, by choosing futuristic elements in its advertisements and a vividly-hued background, Al Aliaa Developments tries to reflect the future trend that will affect the city as a whole. By focusing on innovations, infrastructure, and advanced technologies, the developers are trying to attract more customers who might find AI Tower an ideal place to invest. Thus, by creating its marketing communication, the company has tried to create an image of a technologically advanced location.

In such a way, Al Aliaa Developments promotes its real estate property as "The Smartest Tower in Africa" that features the most advanced technologies. With one of the most noticeable OOH presences of the New Capital, the organization is trying to emphasize that AI Tower is a distinctive part of the identity the New Capital is building for itself.

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.