Parallel to the exciting launch of the luxury brand Lexus in the Egyptian market, Toyota Egypt has released an additional OOH campaign to present the all-new Toyota Fortuner.

Over partitioned backgrounds, the ads focus not only on the best-selling model, but on its target audience too – the 21st-century,  middle-aged man who “wants to liberate his power” and “be in control”.  The slogan “Toyota Fortuner… made for men” resonates masculinity, as well as gender discrimination – something that does not seem a 21st-century message from a global brand.

 The campaign started during the first half of October and uses OOH types of large format, such as uni-poles and double-decker poles on strategic locations of Greater Cairo.

Toyota targets 21st-century men with the new Fortuner-00Toyota targets 21st-century men with the new Fortuner-01
Toyota targets 21st-century men with the new Fortuner-00Toyota targets 21st-century men with the new Fortuner-01

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