A new OOH campaign from Etisalat by e& (previously Etisalat Group) promotes a special subscription service to listen to the daily Ramadan prayers and anasheed from renowned reciter Sheikh Mishary Rashid Alafasy. With daily SMS, Facebook quizzes and Quranic chants, the service offers Egyptians the opportunity to enjoy Alafasy’s unique voice and style of recitation. The ads showcase the Kuwaiti qari and imam over Etisalat's traditional branded background, with straightforward ad copy that reads “Subscribe to Sheikh Mashary Rashid from Etisalat”. Though the Emirati telecommunication provider has not launched a specific Ramadan outdoor campaign to complement its TV commercial, the brand has been more active than usual with several OOH campaigns that promoted varied services and products. Along with the May campaign that targeted the youth consumer segment, the brand celebrated their 10-year anniversary at the start of Ramadan and recently launched a special offer to acquire the brand-new Samsung S8 with their Emerald plan. This new campaign for Sheikh Mishary Alafasy, launched at the beginning of June, adds to the strong strategy that the brand seems to be implementing to reinforce its presence in the Egyptian market. Mega-signs, and uni-poles bring this campaign to life on selected locations across the Greater Cairo.
