Leading integrated lifestyle provider with brands of different industries such as shopping malls, hotels, cinemas, hypermarkets and more, Majid Al Futtaim Group has launched an OOH branding campaign to advertise for some of his leading brands; Ski Egypt located in Mall of Egypt, Vox Cinema, Carrefour in City Centre, after promoting Ski Egypt on an outdoor advertising campaign last August and an OOH campaign for Mall of Egypt last July. The campaign uses one of the most common marketing strategies in Egypt; emotional marketing with the same ad copy for all the visuals “There are lots of joyful moments … behind every joyful moment a big name” and in a bigger bold font “Majid Al Futtaim”. As for the multiple visuals, it uses the same design template for all the displayed brands, each brand on a separate visual. Majid Al Futtaim takes us in a journey with a family taking a selfie, holding their shopping bags at Mall of Egypt, a man playing with the penguins at Ski Egypt, an old lady shopping at Carrefour market for home groceries,a man accompanying his kids at City Center and finally a squad impressed with the movie displayed at Vox Cinema. The bottom space has the advertiser’s and the brands logos. Surfacing during the second week of September, the campaign uses uni-poles, double-decker poles and mega-signs in various locations across Greater Cairo.
