INSITE OOH Media Platform

If not for the name of the project, there is no doubt that you would take Unoia’s latest billboards for an art exhibit. Where others resort to the standard architectural renderings and lifestyle stereotypes, Voya Development has chosen a rather different strategy of introducing their newest project.

Unoia sells a perspective – one based on design, identity, and lifestyle. In each of the billboard executions that are appearing in Egypt right now, the real estate developer makes use of colour, texture, and emotion rather than architecture in their introduction of the project. There are very few buildings present in all the advertisements. Instead, there are abstract compositions, painterly textures, giant graphic shapes, and the statement “Life is a Masterpiece” repeated everywhere.

It is quite clear that the creative choice helps the campaign stand out instantly. One of the executions presents nothing but the Unoia logo on a pink background surrounded by large graphic shapes that appear to be brushstrokes or shapes inspired by a gallery painting. In another version of the advertisement, the pink background is replaced with an electrifying green. Overall, these two billboards don’t look like a typical launch campaign but instead serve as a study of colours and branding.

Elsewhere, the campaign takes a slightly different route. The picture of a person’s silhouette painted in vibrant hues of red, orange, purple, and gold looks especially remarkable. The statement “The Poetry of Space and Light” creates a deeper emotional connection between the audience and the project.

That is probably one of the reasons why this marketing strategy is distinctive. Instead of introducing Unoia right away, the company focuses on building up an image of how it wants its project to be viewed. Creativity, individuality, and artistic expression are implied in these visuals even before any talk of floor plans and amenities takes place.

Even the campaign's slogan "Life is a Masterpiece" serves not only as a marketing slogan but also as a statement of purpose. This slogan directs the attention not towards the actual product but towards lifestyles and personal stories which usually accompany modern housing complexes.

As a consequence, curiosity is the main element of this campaign. The viewers are provided with just enough information to identify both the project and the company behind it, leaving the rest for viewers' imagination. 

Unconsciously or consciously, this marketing strategy uses a bigger trend occurring in the industry nowadays. Projects of developers become increasingly defined by culture, design and identity rather than by pure functionality. For a launch campaign, it is certainly an interesting choice.

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.