INSITE OOH Media Platform

Kastoria Developments' out-of-home campaign for their project, Westera October Gardens, is taking an emotional, romantic route in Cairo. Visible on selected roads in Cairo, the campaign revolves around the phrase, "Two Steps to the Good Life." In essence, the project is portrayed as a place where the residents will have easy access to some of the most coveted places and locations in the neighborhood. 

The real estate campaign portrays the project as a way of accessing a better way of life. The advertisement revolves around motion and proximity to portray the fact that Westera October Gardens is located only "two steps" away from some key locations.

The concept behind the campaign has been captured through a network of shining paths that stretch from the billboard all the way to various parts of West Cairo. Some of the places highlighted include Mall of Egypt, Ahly Club, Zewail City, Al Fardous City, and many more. By using accessibility as a form of story telling, the campaign captures its core idea by making sure that everything is within two steps.

Central to the campaign is the visual of a couple dancing under chandeliers, thus creating an aspirational and luxurious feel that goes beyond just the development itself. Not only do we see buildings; we are also presented with a vision of how the people living there will be living their lives.

This vision continues into the visual language employed in the campaign. Use of deep burgundy colors, amber lighting, and ballroom scenes create a luxurious and elegant environment, with the dancers symbolizing the flow of activity within the community. Routes are illuminated to highlight the community's convenient location.

The latest OOH campaign by Westera October Gardens creates an aspirational environment using the cinematic approach and highlighting a lifestyle vision through which the location benefit takes a more emotional meaning.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about the Pepsi campaign.