After reintroducing The Iris in an OOH campaign in March and continuing to stay on the roads with it for a few more months, Egyptian tycoon and real estate developer Hassan Allam Properties has launched a new branding campaign to reinforce all the phases they are offering such as “The Scarlet”, “The Giselle” and “The Iris” in their residential project Swan Lake Residences in New Cairo.
The visuals used bring luxury and exclusivity to the billboards of Cairo; using on a double-decker pole a black background with the name of the project “Swan Lake Residence” and its location “New Cairo”, the other ad face differs depending on which phase they are promoting.
First, an ad face that uses a golden background to be the showcase for their elegant phase “The Giselle”, and right under the name of the project appears the home units they are offering “Villas – Twin villas – Townhomes”. Another visual uses a maroon background with an ad copy that informs the name of another phase “The Scarlet” and also mentions that you can get “Villas – Twin villas” in this phase. The last visual displays a great contrast between a white background and purple flowers, with the ad copy in the center of the ad “The Iris”, and also telling viewers of their home units “Luxury apartments”. The three ad faces use the same partition, reserving the bottom space for the name of the advertiser and project, along with their website URL and hotline for more inquiries.
The campaign started during the third week of July, using serials of double-decker poles and billboards in different locations in the heart of Greater Cairo.
Industry: Real Estate
Brand: SwanLake Residence
Advertiser: Hassan Allam Properties (HAP)
OOH Size: Double-decker Pole | Billboard
Region: North Africa
Tags: Branding Campaign | New Cairo | Residential Project | The Iris | The Giselle | The Scarlet
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