INSITE OOH Media Platform

Arcom Developments is bringing Bibaan Business Park to streets using an out-of-home campaign based on storytelling and metaphors. The campaign is built not on such details as unit sizes, investments or financing options but the slogan that goes “For Every Door…”, It means that Bibaan is the place where every business starts from a different door.

Bibaan Business Park is introduced via billboards and roadside panels as a variety of stories around doors. Be it the workshop of a craftsman, a café or any other work space, each ad in the campaign tells about a certain chapter of working life, ambitions and entrepreneurship. In addition, the slogan implies that there is a unique story behind each door while Bibaan Business Park is the place to accommodate them all.

The main advantage of the real estate campaign is its conceptual unity. Unlike one and the same visual repeated in a number of places, each execution brings a new door and a new type of business which creates a campaign system rather than an advertisement. Moreover, the repeated visual language makes it clear that Bibaan was developed for various commercial, medical and hospitality businesses.

In terms of visuals, the minimalist white layouts provide space for the Arabic typography to breathe. "Bibaan" word becomes the focal point of the poster, while the red emphasis in the tagline helps the viewer scan the composition effortlessly. The clean background allows the doorway illustrations to be noticed and creates an easily legible design even from a distance during high-speed driving.

Probably the most intriguing part of the campaign is the use of the door in it as both a visual and a symbolic element. The door on each poster serves as an inspiration for viewers’ imagination to come up with some career paths or ways of life associated with this particular entrance, turning this piece of the campaign into a place that starts new stories.

As an introduction to a multifunctional commercial area, Bibaan's outdoor campaign provides effective combination of branding and story-telling. Through association of the brand communication with a symbol that inspires the viewers' imagination, Arcom Developments comes up with a memorable, coherent, and flexible campaign, following up on their previous OOH advertisement for Zawya. 

To find out more about the campaign’s types, locations, budgets, media plans, and more, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.