After launching a teaser campaign back in June to introduce themselves to the OOH market of Cairo, brand new real estate developer GV Developments returns to the billboards to introduce its very first project White Sand in North Coast. Waiting for them to reveal its teaser campaign, GV changed their strategy into launching their vacation project White Sand with a great budget and a completely different segmentation and a re-branded logo. Unlike their teaser campaign that included an Arabic copy; this campaign is targeting the A-Class with their English ad copy “Match made in heaven”, portraying a gypsy lying there showing her turquoise rings that match the ad copy’s font color, all displayed on the perfect background for summer; the sand. Another visual with the same fresh background and their eye-catching logo, referring to the project’s location “North Coast”, with a CTA, inviting people to “Call us” and adding their hotline. The campaign surfaced during the third week of July, on mega-signs, uni-poles and double-deckers in different locations across Greater Cairo.
