INSITE OOH Media Platform

While traditional out-of-home advertising campaigns usually ask people to picture themselves somewhere else, MakePlace Development bases its current out-of-home advertising campaign on places that audiences can actually picture in their mind. With the slogan “Places You Already Know,” the company puts emphasis on familiarity as the primary strength of its developments, which it ties to famous spots in Cairo.

The design of the campaign makes a lot of emphasis on the sky, the large typefaces and the lifestyle elements intertwined with the architectural objects. Unlike other real estate companies, MakePlace wants to show that their destinations are the continuation of some well-known places, such as Agora and Cloudnine.

One of the strengths of the campaign is definitely its design simplicity. Negative spaces in the layout provide enough room for such a distinctive logotype of the company as “MakePlace.” The accompanying text is kept minimum to let drivers understand the message immediately. 

The campaign also skillfully integrates the use of images of existing MakePlace destinations as a way to reinforce the headline. The use of familiar environments and the line “Places You Already Know” means that the visuals act as a confirmation of the message rather than an illustration.

Another subtle but effective detail is the use of captions like “Real Shot From AGORA” and “Real Shot From Cloudnine” for those campaign images. It becomes evident from the captions that the imagery depicts pictures from real-life places and not renders or computer graphics. By using this detail, MakePlace makes it clear that there are destinations for people to visit. With this, MakePlace changes its focus of communicating a future lifestyle to communicating destinations in the present-day Cairo.

Aside from the mega signs, the implementation of the campaign is consistently done in several forms of billboards to create a repetitive exposure along the streets of Cairo. This consistent use of typography, colors, and messaging adds to the memory recall factor, thus making the campaign visually consistent. Through the invitation for people to know rather than find out, “Places You Already Know” manages to make familiarity a luxury experience.

Maybe what makes this campaign really successful is its ability to say less. Through the concept of familiarity, MakePlace was able to place the developer as a builder of places that naturally belong to the urban fabric. With a focus on copywriting, and visual communication, MakePlace Development creates an OOH campaign that is modern but does not try too hard. 

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.