Sa'ada x Paola Lenti: A New Egyptian-Italian Mix Visits the OOH Grid
Summer is finally here at Sa’ada Sahel, and Horizon Egypt Developments has ensured that drivers know about it. With a new OOH campaign in Egypt, Horizon Egypt Developments is marking the opening of Sa’ada Beach with Paola Lenti's furniture through billboards with a clear message, “Sa’ada Beach Is Now Open.”
The campaign highlights the spirit of the North Coast while drawing attention back to the destination and their collaboration with Italian outdoor furniture brand Paola Lenti. Following last year’s OOH campaign with Georgina Rodriquez, the company has decided to capitalize on the season. Featuring elegant imagery of the beachfronts, fashionable styling, and a blue and white color scheme, the campaign makes use of visuals to get its message across without the use of a celebrity ambassador again.
The simplicity of this campaign is one of its most brilliant features, especially following last year’s criticism over what many perceived to be an ill-fitting choice of brand ambassador. With the use of only a simple and straight forward message, and the big-name collaborator, “Sa’ada Beach Is Now Open,” the copy becomes easily memorable.
This is not just the case with the traditional mega-signs alone. The small roadside ads feature a fun, newspaper-like creative reading "The SA’ADA Beach" that further emphasizes the fact that this is a season announcement about opening of the beach. Through such a simple yet elegant concept involving seasonal announcements, great visual identity, and minimalistic message, the real estate company has produced an OOH campaign that is timely and in sync with the country.
In view of the fact that the Sa’ada Sahel occupies a vast space covering approximately 125 acres on the North Coast, the campaign becomes all the more relevant at a time when Horizon Egypt Developments positions itself as a luxurious coastal destination during summer, especialy with the addition of Paola Lenti's signature outdoor furnishings.
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.
Come on, tell us what you feel about this article.
Learn about this campaign budget, media plan, campaign data
