One of the leading FMCG companies in the MENA region and Egypt Arma Group has launched a new OOH campaign to promote its leading detergent product Oxi, after almost a year of disappearance from the outdoor market since their last OOH campaign. The huge campaign uses celebrity endorsement marketing strategy and features the beloved Egyptian actress and singer Donia Samir Ghanem. The displayed visuals use a bright background to be the showcase of the brand ambassador Donia Samir Ghanem who is standing confidently and pointing at the laundry detergent Oxi; featuring both the power detergent as well as the liquid. As for the ad copy, it is simple and straight to the point “I have chosen Oxi”. The campaign started during the first week of October, using serials of uni-poles, double-decker poles and billboards in prime locations across Greater Cairo.
