INSITE OOH Media Platform

Rather than introducing the New Capital project as the destination, Jadeer Group's most recent out-of-home campaign for Chapters promotes the idea that it will become a turning point for those who invest in it. 

Through its campaign executed on a series of billboards throughout the New Administrative Capital, the developer promotes the concept of the Chapters New Capital project by using literature as its main context; that is why the slogan used in its advertisements is "Turn the page to what's next." According to its slogan, the New Capital will be a new chapter in investors' lives, full of possibilities, change, and movement.

Found along some major roads throughout the New Administrative Capital, the campaign introducing the Chapters is built using the language of the book world. The billboards and roadside advertisements use clean white designs featuring layered photographs that resemble pages from an open book and editorial typography. "Chapters" becomes a focal element of the entire campaign, whereas the additional information provided is quite minimalistic.

This creative campaign reflects the current tendencies in real estate advertising in Egypt. In this case, the Jadeer Group uses emotions and stories to introduce their product in a different way – not as a real estate product and more as the beginning of a new phase in life.

It is important to emphasize the coherence that this campaign demonstrates. Whether in massive billboards by roadsides or smaller versions of the vertical variety, the visual identity of this particular project is remarkably understated. The subdued palette of colors, ample whitespace, and journalistic style of composition convey a feeling of peace in opposition to the cacophony of visual messages in the field of outdoors ads.

Another strength of this project is the alignment of the concept to its name. Contrary to merely being the name of the brand, the creative approach transforms it into a storytelling tool. The allusion to flipping pages of a book represents movement, transition, and evolution, themes that become particularly meaningful in terms of acquiring property, moving, and creating one's lifestyle in the future.

In addition to what it says, the campaign also demonstrates confidence in what it leaves out. Without bombarding the audience with information about the benefits and attributes of the brand, it opts for atmosphere and mystique instead. The resulting identity-based approach is a reflection of the understanding that it is the memorability that matters most at this point.

With the continuous development of the real estate industry in Egypt, projects such as Chapters show that property developers are getting better at drawing inspiration from the publishing, luxury goods, and lifestyle marketing industries to create more interesting stories. In an OOH campaign that focuses on storytelling and uses subtler images, Jadeer Group portrays Chapters New Capital as not just a destination but a “chapter.”

To get more information about this 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.