INSITE OOH Media Platform

These days, it seems impossible to travel down Cairo's roads without seeing Tradeline's latest campaign for the iPhone 17 Pro. The green billboards have popped up on several of Cairo's most busy roads from the Zamalek to Sheikh Zayed, making this campaign one of the most prominent OOH campaigns of the season.

Following their last outdoors ad appearance, this particular OOH campaign breaks away from many other campaigns by sticking to one particular creative execution. By consistently using the same artwork for more than a dozen locations, the campaign gains an identifiable visual identity.

The consumer electronics campaign itself is relatively straightforward. Set against Tradeline’s the signature green background, the ad highlights Apple’s iPhone 17 Pro with messaging related to trade-ins and installment plans, moving the emphasis from buying the device to upgrading to it.The messaging is all about access, featuring trade-ins in addition to installment plans through valU with 0% interest, 0% down payment, and 0% administrative fees, taking the conversation away from buying an iPhone to upgrading to it. Instead of emphasizing the product features, the launch has made the streets of Cairo seem like a continuous campaign with identical creative appearing on large-format billboards and digital displays around the city. The consequence is not just awareness but saturation.  

The other aspect of this campaign relates to the trend in out-of-home media advertising in Egypt regarding dominance over diversity where brands tend to focus on dominating a particular route rather than producing multiple creatives.

Whether you notice it or not, you must have passed through the advertising campaign at least twice. For a city where commuters have to put up with being stuck in traffic daily, that could be just what works for the advertising campaign. By the time they arrive, the drivers would probably have come across the billboard six times already. Repetition has been one of the characteristics of this campaign.

Learn about this campaign's budget, media plan, OOH kinds, and more. Just contact Monitoring Out-of-home (MOOH), the dedicated OOH media intelligence company and analysis system in Cairo and Dubai