The new real estate company The Land Developers continues with an ongoing OOH strategy to promote their first residential project Armonia in New Administrative Capital, after introducing it in April. The visuals use the same black background that features the name of the project “Armonia”, while introducing new real-life shots of the different activities that they were emphasizing in their previous campaign; showing an infinity pool, outdoor kids’ area, new concepts of outdoor workout areas and recreational zones. The ad copy tells viewers “Your Perfect… infinity pools”, “Your Perfect... outdoor workout area” and so on, introducing every concept in the project; as for the bottom part, it is reserved for the logo, location and the hotline. Starting during the first week of May, the campaign was upgraded, using uni-poles, double-decker poles, mega signs and billboards in several locations across Greater Cairo.
