INSITE OOH Media Platform

Walk’N, the new mixed-use destination from Dubai Developments, is being unveiled through a new OOH campaign launched along major roads in Egypt. Unlike previous campaigns, this time, Dubai Developments decided not to use only the aspect of architecture or facilities but positioned Walk’N as a lifestyle-oriented destination with the help of a new campaign.

This OOH campaign is based on the concept of name “Walk’N” and description “Fully Integrated Destination.” It is made up of a number of billboards that use the same pattern of alternating between the strong brand identity elements and editorial photography. Some of the executions use a clean design with the project name in white letters against solid blocks of colors, whereas other billboards use candid lifestyle photography.

As an addition to the above message, the Arabic tagline "A Place for Everyone" makes the campaign more inclusive as the message now addresses the destination that caters to different lifestyles and groups of population. Instead of promoting separate residential projects, the campaign now promotes an integrated living environment.

In terms of consistency, the Walk’N Campaign makes use of its distinctive visual identity that is defined by means of its typography style, the use of contrasting colors and its barcode-shaped graphic element. This approach allows maintaining the visual identity of the campaign in the form of billboards that have different atmospheres created by their creatives.

With its combination of simple messaging and various creative executions, Dubai Developments promotes Walk’N not only as yet another real estate project but rather as a destination created around the everyday experience of potential customers.

To know more about this campaign, make sure to visit Monitoring Out of Home (MOOH), a specialized media intelligence agency and analysis platform operating in Cairo & Dubai.