The month of October has grown in occupancy share and variety of advertisers. Situated at over 80%, the OOH landscape of Greater Cairo has kicked off an exciting Autumn season.
Football has been a major topic this month, with advertisers across several industries taking to the city billboards to congratulate Egypt’s National Team for their qualification to FIFA World Cup Russia 2018. Telecom Egypt took a break from their massive “we” campaign to announce they were one of the official sponsors of our National Team.
And as soon as Egypt qualified, Danone was one of the first brands in the Food & Beverages sectorto congratulate our National Team. However, the warmest praising message came from super star Amr Diab, who dedicated a very special song under the patronage of Vodafone and Pepsi.
Regardless of sports, Autumn has brought the Fashion industry out to the billboards to showcase their collections for the Winter Season. Concrete started the month by unveiling their “#concrete icons”, and it seems like the Egyptian Men’s wear brand is repeating the same brand ambassadors they used for Spring. Egyptian underwear brands Hobby and Cottonil met on the roads to portray their socks collections – though chance had it that they accidentally used the same slogan.
Shopping Malls have reactivated their outdoor strategies too. Cairo Festival City Mall has joined forces with Nogoum FMto première live comedy shows at the mall, while Mall of Arabia has relaunched their Fashion Mania promotion and Mall of Egyptpromoted Halloween at the mall.
The cooler weather has also stimulated the Food & Beverages industry, which has increased their OOH occupancy share to almost 11%. Egyptian dairy producer Khaled Khoshala has brought the penguins out to announce their new cheese brand Al Batrik, and Port Said snack-company Abu Auf has launched an online store, one of the first in Egypt!
Global candy company Cadbury has given it all, launching outdoor campaigns for their leading brands Clorets, Halls and Dairy Milk chocolate. And Cheetos has launched new flavors with colors and neon lights, hitting our Creative Concept section.
Despite losing almost a 2% of the occupancy share, the Telecom industry has given some surprises. The biggest surprise, undoubtedly, came from Vodafone, who has announced a global rebranding in their latest OOH campaign. Orange has continued their promotion of 4G technology, and Etisalat has joined forces with Samsung for the second time this year to promote their latest model Galaxy Note 8.
Real Estate has intensified their presence in the OOH landscape of Greater Cairo. With a growth of almost 2%, the industry this month holds 41% of the total outdoor occupancy of the city. Advertisers have certainly been busy!
MNHD finally uncovered the most expected teaser for flagship project Taj City, and tycoon Dorra Developments also unveiled AddressEast, their new (and first!) project in East Cairo.
Qatari-Egyptian mega project Newgiza has renovated its look and feel on the billboards, and announced the launch of phase II of Amberville, while Emirati-Egyptian Emaar is launching new developments at Nivida. And another Emirati developer, Capital Group Properties, is also launching the new project Smart Village East at Al Burouj,
The New Administrative Capital is gaining momentum lately. While Better Home was busy upgrading the OOH campaign for Midtown again, Misr Italia has announced that they are preparing the launch of Il Bosco in the New Capital.
In a more conceptual way, Al Marasem Development has also appeared in the billboards to launch Fifth Square with a somewhat complicated logo, and Tameer has launched AZAD with an OOH branding campaign.
Other leading developers have been busy upgrading their former outdoor campaigns in the start of the new season. For instance, EASTERN has developed the outdoor strategy for Genova compound with actor MagedElMasry, and Kuwadico has followed suit for Glory – though without famous faces.
Tatweer Misr has evolved Il monte Galala to a whole new level with the Italian concept of “Maestá”, featuring the red and blue colors of royalty, and Life Park has recruited Egypt’s undisputable King, Mohamed Mounir, as brand ambassador.
The Groove, JOULZ, AZHA, Upville October, and Madinaty have also started Autumn with upgrades and stronger media plans.
The Mobile apps of the Transportation industry have also hit the billboards in October. Careem launched an OOH campaign looking for “captains”, while UBER used a dangerously chauvinist sense of humor with their new Barshata campaign.
Traditional industries that had been strong during September, such as Broadcast Media, Automotive, Banking, and Mobile Devices went slightly down in occupancy share, while Furniture & Interiors, Ceramics & Sanitary Ware, Medical & Pharmaceutical, and Events & Exhibitions showed a minor increase.
Stay tuned to our Daily News section to keep up to date with all the outdoor campaigns in Egypt, and don’t miss our newsletter for further insights.
And remember: the better the insights, the better the strategy!
Industry: Marketing & Advertising
Brand: INSITE OOH
Region: North Africa
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