INSITE OOH Media Platform

The arrival of Marsoum Developments in West Cairo is going to be hard to overlook. Launching a new out-of-home campaign in some of Cairo’s busiest streets, the real estate developer reveals its presence via billboards showcasing one clear message – "From Alex to West Cairo."

Marsoum’s campaign uses the branding-first strategy, where the visuals look more like an art exposition than an ordinary real estate campaign. Presenting monochromatic illustrations of birds, horses, and sculptures, the campaign successfully stands out from a visual crowd of the industry. They also use plenty of white space along with navy, ivory, and charcoal colors, following the same tune as their last OOH campaign.

A common theme of the campaign is a bilingual slogan by Marsoum Developments, “Drawing Life”, which is displayed on each billboard with the company’s name next to it. Despite the fact that each billboard presents a unique illustration, they are united under one visual identity, giving an opportunity to instantly recognize the art on other billboards.

Certainly, the strength of the campaign lies in its artistic nature. Here, Marsoum Developments makes room for breathing for the creative. The recurring phrase, "From Alex to West Cairo," hints at the geographic expansion of the company and positions the development of its expansion into the capital as the start of something new and not just another launch.

The strategic repetition of the creative on bridges, roadside hoardings, and vertical street banners gives even more prominence to the feeling of arrival, especially when they take over a lot of Cairo’s intersections and various high-profile areas like Zayed, Waslet Dahshur, and by the Monorail. Seeing the illustrations in succession turns the entire campaign into a visual journey. Focusing on the elegant design, striking art work, and minimalist slogan, the campaign creates its own brand identity while presenting the expansion into West Cairo.

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