The billboards of Cairo have witnessed an outrageous rampage from automotive brands during August; Fiat Chrysler Automobiles brings the American SUV brand Jeep to the race, to promote with a new OOH campaign their most awarded SUV (4x4) ever, Grand Cherokee. The visuals take viewers into a tour from the exterior to the interior of the car model; using urban and desert backgrounds which emphasize that the car performs perfectly in both conditions, setting extraordinary new standards for performance and power. The car is featured in different metallic colors that make it shine even further on the billboards; as for the interior, the visuals show how spacious and comfortable it is, giving the user the chance to take control of comfort by choosing their luxurious leather trim that is too detailed for the eyes. Regarding the ad copy, it promotes the Grand Cherokee’s features smartly by saying “Legends never quit. Maximize your own performance.”, “Legends never doubt. Ensure your own safety.” and “Legends never follow. Create your own lifestyle”. As for the bottom space, it is reserved for the car’s specifications with another message to viewers “Jeep, Grand Cherokee, legends aren’t born, they’re made”, and next to it appears their website URL and their hotline for further information. Parallel to it, another ad that shows the name of the brand on a black background with an ad copy that quotes one of their taglines “There’s only one”, written in large bold fonts. The campaign was seen during the first week of August, using double-decker poles and mega signs in several locations across Greater Cairo.
