INSITE OOH Media Platform

An office printer usually gets a buyer’s attention when the one at work stops doing its job. Target Modern Egypt is using outdoor advertising to introduce itself earlier. Its OOH campaign puts a familiar piece of office equipment beside a name and a telephone number, giving businesses a supplier to remember before anyone has to ask who can help. Across the campaign, the company also gives buyers a reason to consider equipment manufactured here in Egypt.

The Arabic Line Tells Buyers What Target Does

The dark blue billboard makes an interesting distinction between the company’s English and Arabic copy. In English, the logo reads “Target Modern Egypt Company.” The Arabic underneath adds the information a passing reader actually needs, identifying the business as شركة مصر الحديثة لحلول الطباعة, or Modern Egypt Company for Printing Solutions. Someone encountering Target for the first time can work out what the company offers without having to infer its business from the English name.

The printer beside the wording narrows that offer further. An office manager looking for equipment and a customer looking for somewhere to print a document might both respond to the phrase “printing solutions.” Showing a freestanding office machine gives the former a reason to take a closer look. For an advertiser in industrial and technical supplies, that is a useful job for a product photograph to do in the few seconds available on the road.

“Egyptian Hands, Global Quality”

Another execution asks buyers to consider who made the equipment. An Egyptian flag, an eagle and the Cairo skyline frame the printer under an Arabic line that translates as “Egyptian Hands, Global Quality.” The word “hands” gives the message its character. It directs attention to the people behind a machine that an office might otherwise judge entirely by its price, specifications or the badge on the front.

There is a tradeoff in how the two executions carry that message. The flag and skyline establish the manufacturing story quickly, although the eagle and country-of-origin badge ask for attention in the same glance. On the blue billboard, a small Egyptian emblem beside the printer carries that idea more quietly. The space it leaves around the company name makes this version particularly useful for someone trying to identify the supplier from a distance.

A Phone Number With a Rhythm

The most practical piece of copy may be the telephone number. Target prints it as “011 46 46 46 55.” Read it aloud and the advantage becomes clear. The middle of the number is the same pair of digits repeated three times. Grouping it that way gives a passenger a chance to retain it long enough to save the contact or pass it to a colleague responsible for office purchases.

That handover matters for a business supplier. The person who notices a printer on the commute may work alongside the person who requests a quotation. A recognisable company name, an Arabic description of its business and a number with a memorable rhythm give them something specific to share. A buyer can ask about running costs, maintenance and the models suited to daily use. The detail worth carrying back to the office is how Target describes its own business. The printer on display is the introduction to a company offering printing solutions.

For the campaign’s OOH formats, sizes, locations and budget, contact Monitoring Out-of-home (MOOH), the media intelligence company covering outdoor advertising in Egypt and the UAE.