With  Ramadan in full bloom and the FIFA World Cup coming up, June has seen a lot of activity in the OOH scenery of  Greater Cairo. Maintaining the OOH overall occupancy like the previous  month, the usual leading industries like Real Estate, Communication, Food & Beverages, and Banking have displayed the greatest number of brands. Combined with the growth in usually less active industries, such as Non-Profit and Foodservice, the roads of Cairo have certainly enjoyed an attractive variety of campaigns and creativity.

Putting together all the advertisers in the Telecom industry has taken as much as 9% of the OOH market. Both, Communication providers and Mobile manufacturers have worked hard in their marketing strategies for Ramadan, as well as for the ever-present World Cup. Mobile Apps and Online Portals have also showed significant OOH occupation.

Egyptian WE continued their support for Egypt’s National Team, and later on the brand came up with an original merge of past and present.

Orange also contributed to the World Cup frenzy – with a campaign that ranked #17 in the monthly ranking of June Top Campaigns, while Vodafonejoined forces with Pepsi and hit the roads with Mo Salah to rank much higher at position #3.

In the Mobile Devices sector, iPhone enjoyed strong visibility, first appearing in CIB’scross-promotion campaign for Apple products and afterwards going solo with iPhone X.

Chinese selfie expert and leader OPPOupgraded their campaign for recently-launched OPPO F7, and Nokia presented their 7 Plus as well with a strong campaign that ranked #13.

Among the MobileApps, UBERturned their branding campaign from May into a recruitment process and also revealed their new brand ambassador Mohamed Salah, while regional counterpart Careemfocused solely on “Ramadan solutions”.

Another mobile app ValU returned to the billboards to present their new brand ambassadorAmr Wahba. And internet giant Google used the World Cup as the perfect occasion to promote the Google App.

With the decrease of campaigns from Shopping Malls, OnlinePortals enjoyed greater visibility. African portal Jumiapromoted their “Express” service just in time for the World Cup, while Souq.com just launched a limited promotion for Huawei.

The presence of Non-Profit organizations kept growing during June. Adding to the May campaigns, EgyptianFoodBank also came to the billboards for fundraising, followed by AlbaqyatAlsalehat and their campaign for specialized Alzheimer’s hospital.

The Foodservice industry also grew during June, with the World Cup being the main theme among brands.

ElAbd surprised with an original combination of football and Eid Al-Fitr, and Etoile focused on the innovation of Egyptian traditional sweets.

QSR franchises stick to football and food-sharing. Pizza Hut invited viewers to eat while they cheered, McDonalds created a special “supporters’ meal” combo and KFC presented the “Pro Box”.

Most brands in the F&B sector continued their campaigns, and new ones came in! New appearances included Bisco Misr, who emphasized the quality of their traditional sweets for the season and Chipsy, who rebranded their packaging for the World Cup.

Coca Cola launched yet another campaign for the World Cup, this time with Tamer Hosny. And Swiss “curious” Schweppes surprised with their new minimalist rebranded look and deluxe brand ambassadors Amir Karara and Shereen Reda in one of the Top OOH campaigns of June that ranked #15.

Home Appliances and Consumer Electronics maintained the industry’s visibility with their 2% of the total OOH overall occupancy. We saw Samsungpromoting their big-size TVs for the World Cup, and El Arabymarketing the Dutch Electrolux-subsidiary brand Tornado, as well as their annual branding campaign which was appreciative of distinguished Egyptians and their contributions to the advancement of Egyptian society.

Real Estate came strong this month, increasing their OOH overall occupancy up to 52%, after their slow-down last month.

The New Capital is dominating the billboards. While AKAMevolved the OOH campaign for Scenario and went up the Top 20 to rank #6, Pyramids fell out the ranking again but still revealed more details about La Capitale.

New developer NewPlanentered the OOH scene with a strong campaign that ranked #11 in the Top 20 of June, TalaatMoustafa surprised with the launch of Celia ranking #12 and Rhodesfinally revealed their project closing the ranking at position #20.

Previous campaigns for New Capital projects were upgraded. For instance, Master Group invited viewers to unplug at The City with a massive campaign that has ranked #1, while MBGevolved  their OOH for PUKKA again and ranked #2, just as BetterHouse did for their outdoor campaign for Sky Capital but didn’t enter the ranking.

The new cities around Cairo have almost been left behind during the summer. This month we only saw two new campaigns for New Cairothe launch of Western Ville by ElTayebi and Emaar, who announced the reopening of their Lanterns tent for Ramadan. And 6th of October only had the campaign upgrade for Badya, the new cultural project from PalmHills, but was quite visible in its #14 position of the Top 20 of June.

Branding is still a major trend among tycoon developers. Such was the case of WadiDegla, who launched a very strong OOH campaign to position the brand and ranked #4 of the Top 20, while business tycoon Orascom showed some muscle to rank #9 with their many world-class marinas and MarseiliaGroup tried to match competitors with their new outdoor branding campaign but didn’t rank.

And with summer here, beach projects also came strong to the billboards! HassanAllamcontinued their teaser about the “True North” and ranked #10, ARCO brought back CityStars Al Sahel and ranked #7, same as MAXIM and their Bo projects which ranked #19.

LandmarkSabbour surprised with their new beach project ZOYA in Al Sahel, BluesTiffanyreturned with a new look, CityEdgepresented North Edge Towers in New Alamein and SODICannounced MALAAZ with a strong campaign that ranked #8 in the Top 20 of June.

The OOH market also saw discreet appearances from brands in the Oil & Gas, Automotive and Education sectors, but mostly limited initiatives or ongoing campaigns from the previous months.

After the World Cup frenzy, we expect summer to hit us full blast  with lots of beach projects from Real Estate and refreshing foodies from  F&B brands. Stay tuned to learn about market changes and remember:  the better the insights, the better the strategy!

OOH MARKET INSIGHTS JUNE 2018-00

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Industry: Marketing & Advertising

Brand: INSITE OOH

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Country: Egypt

Region: North Africa

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