The North Coast Comes to the Commute in Darak Developments' Latest Campaign
With the arrival of Egypt’s summer migration to the North Coast season, Darak Developments launches a national OOH campaign for two of its top projects, Crystal Alamein and Marina Eye Residence. The campaign, following their previous OOH appearance, puts the vision of a life by the coast right before the eyes of the decision-makers, just when they need it most.
Two different lifestyle propositions are united in the same visual style. Crystal Alamein project is advertised through an infinity pool view on the skyline of the Mediterranean Sea along with a slogan “Own Your Branded Serviced Apartment” whereas Marina Eye Residence project focuses on serviced apartments with private beach access, complemented by the sunset view from the coast. The central part of the campaign is an execution featuring minimalistic style of Darak Developments brand logo with the caption “Setting Higher Standards”, the same ad copy from their previous outdoors ad, keeping a consistent brand identity.
Financing proposition remains consistent throughout all executions, as well as the rest of the creative. It is represented by 0% down payment and up to 8-year installment period. Without trying to stuff the viewer with information, the layouts concentrate on real estate visuals and keep the copy to a minimum, which ensures a campaign that is legible at speed and lands at greater impact. In this campaign, less is truly more.
With the posters displayed on key roads as well as large bridge advertisements, the poster campaign will continually bombard their targeted audience along their daily commutes, while also building up the increasing reputation that the Darak Developments has established within the coastal property market in Egypt. With summer vacationing having already commenced, the two projects are presented as imminent lifestyle investments for their customers.
Darak Group capitalizes on the peak holiday season in Egypt by promoting its developments through highly visible roadside advertising campaigns while their customers contemplate their options for holiday vacations.
Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & UAE, to learn more about OOH campaigns.
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