The middle eastern OOH landscape has received an outdoor advertising branding campaign for Hardee’s by Americana Group, targeting their consumers of today; mellenials and gen-z to show them how much the international foodservice brand is relating to them, asking them to “Go all in”. Integrating the artwork and ad copy in all the Arabian countries, including Cairo and The Emirates, Hardee’s is using colorful colors to maintain the youthful spirit of the campaign, in addition to stimulate the passersby appetite on the roads. The visuals introduce the “New star Angus”, other visuals show the “Mushroom N’ Swiss”, the “Real. Juicy. Proud”, the “Chicken Fillet”. As for the ad copy, the English copy is the same in all countries, while the Arabic one is localized to fit each country’s culture and slang language, for example, in Cairo they used “من الأخر ومخلص”, while in The Emirates it is localized to “روح للآخر”, which means “Go all in”.The visuals show numerous young people of both genders, having fun, being active, and dynamic on the billboards of Cairo, Dubai and Sharjah, while holding and eating a bunch of Hardee’s finest familiar and new sandwiches. In The Emirates, the campaign was released on the roads in the fourth week of December, seen on uni-poles in Al Khail Street, Sheikh Rashid Road, Sheikh Mohammed bin Zayed Street, and Sheikh Zayed Road, while the hoardings were spotted in Sheikh Zayed Road, Hessa Street, Dubai and Al Ittihad Street in Sharjah, brought to you by Media 24/7- Fam Properties, Media Activation and BSA. Moreover, digital billboards were captured in King Salman bin Abdulaziz Al Saud Street, Al Safa Street in City Walk, powered by Meraas and Tasweeq UAE, while the lampposts surfaced in Sheikh Zayed Road, Sheikh Rashid Road, King Salman bin Abdulaziz Al Saud Street, Al Khail Street. Bridge billboards by Hypermedia have also popped in Sheikh Zayed Road, and finally megacoms landed on the streets of Sharjah in Corniche Street, Buhaira, United Arab Emirates. On the other side, Cairo’s OOH locations, types, media plan, budget and more can be revealed in details, just contact Egypt’s and The Emirates dedicated out-of-home media intelligence and monitoring company, MOOH.
