Real estate developer Vantage has launched their first Out-Of-Home campaign to introduce their residential project Century City located in New Cairo. With a complex mix of black and white antique designs and images of modern apartment buildings, the developer attempts at presenting the new project recalling nostalgic feelings amid audiences. Messages like “Vintage Art Deco Architecture with the functionality of the future” and “The Beauty of the past with the vitality of today” seem hard to grasp, especially with the abundant assortment of designs and messages sharing locations – and sadly the great slogan “Greenscape neighborhoods” is doomed to get lost. The campaign, however, deploys strategic media planning and combines OOH types of large format on the highest-trafficked roads of Greater Cairo, so viewability is granted.
