April has been a bit quieter than what we are used to, probably the calm just before the storm of Ramadan campaigns next month! Notwithstanding the peace, overall occupancy has increased to 83%, as compared to the 81% occupancy that we had in March.
The scenery of OOH campaigns has been pretty varied in both, industry categories and OOH reach. Easter and PopeFrancis’visit have been the most remarkable events of the month, with a few exhibitions leaving their mark on our billboards too – LeMarchéLaCasa and Furnex&TheHome new editions, as well as the continental FoodAfricaCairo.
Real Estate is again the fastest and largest growing industry in number of OOH campaigns across the Greater Cairo. With the heat round the corner, most Real Estate developers have grabbed the opportunity to showcase their summerprojects on the various paradises across Egypt. Certainly the North Coast and Ain Sokhna offer infinite possibilities for a second home. BlueBlue, StellaDiMare, Jebal, and INERTIA have made it to our Top 20 ranking, bringing us a piece of their beach amusements in a variety of campaigns.
The urban projects were still present. SARAI has surprised us this month with a massive campaign and moved up ten positions, ranking second in our Top 20 – after their slow-down last March, we were expecting something big from them! Landmark, with their campaign for project ARIA, along with ParkCorner, have ranked among the first 5. Wadi Degla’s Neopolis has also made an impact with their campaign.
The Food & Beverages industry has been felt this month too. Despite the general decrease in occupancy share of the industry, some of the biggest campaigns in April have been for beloved Egyptian food brands: AbuAuf inviting us to their delicious snacks, while ElDoha promoting their range of nutritious semolina pasta, both have ranked in our Top 20.
Broadcast Media presence has also gone down considerably with regards to occupancy, though AlHayah TV’s massive campaign has ranked third in our Top 20. Recently-launched French radio station NRJ revealed their cat, and ONTV teased us with the launch of their new channel ONDrama.
Ceramics & Sanitary Ware Egyptian tycoon El Sallab Group has taken an undisputable first position in our Top 20, with a wide-reaching campaign of more than 150 ads promoting crazy discounts. Though other top advertisers in the industry have disappeared, the occupancy share as a whole has remained stable.
And our new breakthrough category this month is… drum roll… Fashion & Accessories! Not surprisingly, as Egyptian menswear brand Concrete has taken Cairo by storm. Whether for their brand ambassadors or their spring collection, the truth is that their campaign has become the talk of the city.
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Industry: Marketing & Advertising
Brand: INSITE OOH
Region: North Africa
Tags: Easter Campaign | Greater Cairo | Insights | MARKET INSIGHTS | ooh | outdoor media | Ramadan Campaign | Summer Campaign | JEBAL EL SOKHNA | Neopolis | Advertising | Egypt | Events & Exhibitions | Broadcast Media | Ceramics & Sanitary Ware | Food & Beverages | ON TV | Real Estate | SARAI | Abu Auf | Ahmed El Sallab | AlHayah TV | Blue Blue | Concrete | El Doha | Food Africa Cairo | Furnex & The Home | INERTIA | Landmark | Park Corner | Pope Francis | Stella Di Mare
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