INSITE OOH Media Platform

G Developments is using an OOH campaign to place Seashell Ras El Hekma back on people's radars through a campaign that pitches Seashell as more than just a summer holiday destination. Through the tagline "A Downtown, The Pulse of the Coast", the campaign portrays the destination as one that offers visitors a blend of hospitality, leisure, sports and coastal lifestyle.

Multiple Executions, One Coastal Identity

On the billboards across Cairo, and following their previous OOH campaign, each execution zooms in on various elements of the Seashell experience. The execution "Swimmable Lagoons. Endless Escape" focuses on the lifestyle of living near water while "A Sports Club for Every Passion" gives the destination another element to consider. "Home to the First Mondrian Hotel" brings in an international hospitality brand name in the campaign's lifestyle offer.

A Fashion-Forward Visual Language

As far as visual elements go, the campaign eschews traditional real estate images in favour of a more fashion-forward, editorial style campaign. Crop photographs, images of relaxing in the pool, baggage, sunloungers, close-ups of models, and summer imagery featuring intense blues and bright reds feature in the collage-style images with the property only being secondary to the atmosphere that the billboards are trying to sell.

Other taglines, such as "The Luxury of a View for All" and "Never-Ending Beach Front," extend this same concept by showcasing various aspects of the Ras El Hekma experience through multiple executions, rather than trying to incorporate everything in one visual.

Seashell as a Coast Town, Not a Season

By keeping Seashell and Ras El Hekma always present, the real estate campaign ends up positioning the development as a coast town in and of itself — a place to vacation and spend summers, all summarized by the main theme: "A Downtown, The Pulse of the Coast."

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & UAE, to learn more about OOH campaigns.