Atom Answers the Question: What Mixed Use Do People Actually Use? Across D/OOH
Mixed use is a huge selling point when it comes to real estate developments. Actually using it is another question, and one that Atom has placed at the centre of its latest campaign across Greater Cairo's D/OOH. Powered by MakePlace Developments, the campaign marks Atom's debut in Greater Cairo's D/OOH landscape.
A Sharper Take on Mixed Use
The Atom mixed use campaign is built around the tagline, "The mixed use people actually use," giving Atom a more pointed take on the mixed use proposition. Rather than simply presenting the development as a collection of facilities, the line puts the focus on how these spaces come together to create a destination built around everyday use. The development itself backs up that framing: Atom comprises three mixed-use buildings set against 66,000 square metres of open green space in New Cairo, a scale that gives the "full circle" idea a physical footprint rather than just a slogan.
Two Visual Directions, One Idea
This idea carries through into the visuals, which take one of two directions. The first uses a yellow and black backdrop, with circular compositions functioning as atoms that contain the various amenities offered by the development, including clinics, F&B, retail and more. The executions present these individual components as part of a larger, fully functioning destination, while the line "Life in Full Circle" reinforces the visual idea. The second direction takes a more lifestyle led approach, placing a subject in front of an Atom building while highlighting its expected delivery date of 2027. This gives the campaign another way to bring the development into focus, moving from what people can use within Atom to the destination itself and when it is set to become a reality.
A Destination People Actually Use
Atom ultimately makes its case by putting its mixed use proposition front and centre across Greater Cairo's D/OOH, turning the idea of a destination people actually use into the campaign's defining message.
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.
Come on, tell us what you feel about this article.
Learn about this campaign budget, media plan, campaign data
