With Christmas round the corner and the end of the year approaching fast, the OOH scenery of Greater Cairo has witnessed lots of interesting shifts in the leading industries of Egypt.

Despite the overall OOH occupancy decreasing to 70%, promotional campaigns from the Retail and Fashion worlds, album releases and concerts from Entertainment, and a wider variety of offers from the Foodservice sector have converged to add color to the roads of the city.

As expected, Mobile Devices and Consumer Electronics have grown in activity and variety of advertisers.

Among Mobile brands, we have enjoyed the much-awaited-for iPhone campaign, which has repeated last year’s strategy and started the month with high-end model XS to later on upgrade and extend the campaign to include model XR and has ranked #2 of the Top Campaigns of December.

Nokia was also ready to launch three Plus models at the beginning of December and to extend the campaign during the second half just in time for Christmas.

Consumer Electronics saw home appliances brand LG launch their energy-saving washing machines in Egypt, and Samsung tease audiences with their upcoming TV modelslocally made in Egypt.

Furniture brands have also increased their activity, following the example set by the Ceramics industry and launching several campaigns to clear stock before the new season arrives. Such has been the case of Egyptian brand Kabbani and their special discounts and prizes for customers during December.

And the Transportation Mobile Apps have also brought along unexpected activity, with a massive campaign from SWVL that has ranked #4 of the Top Campaigns of December – a campaign that Uber was probably not expecting when they launched their new Bus service with a combination of teaser and reveal campaigns at the beginning of the month.

The winter holidays have re-energized the Foodservice sector, with Pizza Hut promoting the Fun Meal with a new OOH campaign, McDonald’s surprising the market with a switch of locations across the city and KFC offering their “Double Wrap” with an outdoor initiative.

And we have also enjoyed the Mobile apps of the sector fighting for their piece of the cake on the billboards. Spanish app Glovo started the month with additional promotions that was forced to extend again during the second half of Dcember, after Otlob fought back with strategic OOH positioning of impressive results ranking #11 of the Top Campaigns – while Glovo could only reach position #20.

On the other side of the scale, the Ceramics sector has started to slow down, with only Abd El Aziz El Sallab upgrading their campaign with extra offers for enhanced visibility to rank #12 of the Top Campaigns, while competitors Mahgoub and Mazloum ranked #6 and #7 respectively with their continuing campaigns from November.

Automotive and Finance have also decreased in both, number of campaigns and brands on the roads, with a decrease of activity of -22% and -17% respectively.

Telecom operators have slightly gone down too, with less new campaigns but still keeping their stronghold on Cairo roads.

WE surprised with the launch of “Level Up” for PlayStation Gamers, and later on in the month reinforced the marketing of their Indigo Plus tariff plan. In the meantime, Orange took on Masrah Masr’s cast to star in their end-of-the-year promotions, while Vodafonejoined forces with Ariel in a new cross-promotion led by the Genie.

And following the trend started at the beginning of Q4, Real Estate has continued its retreat, losing another 14% of their previous occupancy – though still providing a lot of variety in number of campaigns and advertisers, as the top industry in the OOH scenery of Greater Cairo.

The western side of the Nile has revived with NEWGIZA launching a new “love” OOH campaign and Palm Hillsupgrading the visuals for Badya.

Other projects from the area have returned to the billboards: Kuwadico has launched a new phase at Glory, Eastern has renovated the OOH promotion of Genova, Life Park October has announced a new launch ranking #10 of December’s Top Campaigns, and Inertia has focused their new OOH promotion of Joulz on numbers.

The New Capital continues to launch projects. La Vista has announced their first project in the new city with the #1 Top Campaign of December and almost 140 ad faces of large format, Pyramids has revealed financial benefits at “La Capitale”, and SAK has upgraded their campaign of Sueño with actress Hannah El Zahed.

Leading developers from New Cairo have also hit the billboards. CFC Homes has focused their latest outdoor campaign on branding and ranked #18, Al Marasem has re-centered the promotion of Fifth Square, and Hassan Allam has revealed new units at Swan Lake Residences under the name of The Iris and ranked higher than competitors at #15.

As we celebrate Christmas and the New Year, don’t forget to check in daily to stay tuned to our daily news updates and remember: the better the insights, the better the strategy!

OOH MARKET INSIGHTS DECEMBER 2018-00

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