El Araby Group chose the Eid al-Fitr holidays to remind Egyptian consumers of the group strong capabilities with a new branding OOH campaign that has taken selected spots across the city. The billboards showcase multi-ads portraying the four main pillars of the company represented symbolically by an employee. With straightforward ad copy, the messages are clear and emphatic under each employee: “13 international brands”, “The biggest factories”, “The more branches”, “The best after-sale service”. The bottom part of the ads is reserved for the logos of all the international brands they represent in Egypt. The renowned Egyptian group, which started operations back in the 1960´s, has earned a strong reputation in the market for manufacturing and marketing international brands in the home appliances industry. Their marketing team is always active launching campaigns for the group on special occasions, such as Mother’s Day, as well as specific promotions for their many brands, like their recent campaign for Sharp new air conditioners. This campaign uses uni-poles, as well as mega-signs, billboards, in some of the groups permanent locations.
