Al-Futtaim Group Real Estate climbs on Greater Cairo's OOH scene with a new, massive, awareness and branding campaign for Cairo Festival City Mall (CFCM), Egypt's shopping, dining, and entertainment hub featuring over 300 stores and 95+ restaurants and cafés. The mall is mainly anchored by Egypt's first IKEA store along with a Carrefour hypermarket, and leading department stores; Marks & Spencer and Debenhams. Cairo Festival City Mall also offers a unique outdoor experience at The Village with dining and café venues set around the beautiful Dancing Fountain and open-air Theatre.
The insightful OOH campaign asks the rhetorical question "Why Cairo Festival City" as a consistent copy for all the different visuals which give distinguishable answers. One visual shows a girl practicing contemporary dance, and it gives the answer "Because It's Life As It Should Be", while another visual portrays a happy young girl doing arts and crafts in a joyfully messy art studio, also using the same answer.
A butterfly structured billboard shows four different visuals of; a woman reading a book in a calm and comfy atmosphere, a woman who seems to be negotiating with real estate professionals as part of her job, a young man on a floaty bed in a pool, and a young couple who seem to be chilling in a beautiful compound next to their car. These visuals can conclude that the target demographic for the campaign is young individuals and groups. These visuals use answers including; "Because It's Life As It Should Be", "Because It's Fun As It Should Be", and "Because It's Work As It Should Be". Another visual portrays a couple going on a date for a smart-casual event and the question "Why Cairo Festival City" is answered in this visual with "Because It's Entertainment As It Should Be".
Another butterfly billboard shows a visual of Cairo Festival City's security and camera system using the ad copy "Because It’s A City As It Should Be" while portraying a girl making a purchase decision in another visual with the ad copy "Because It's Shopping As It Should Be". Another visual showcases friends who have won a lot of arcade tickets with the ad copy "Because It's Fun As It Should Be", and lastly, a visual of a businessman parking his motorbike outside his work building, using the ad copy "Because It's Work As It Should Be".
The sprawling & creative advert paints a vividly organic visage of life as it should be for those seeking enjoyment and fulfillment. Motivating ambitious individuals to accomplish their goals and strive to get the most out of life, at Cairo Festival City.
To find out more about Al-Futtaim Group's campaign, check out Monitoring Out-of-Home (MOOH), Cairo's dedicated OOH media intelligence company and analysis system to uncover details regarding the campaign's types, kinds, locations, budgets, media plan, and more.
Industry: Shopping Malls
Brand: Cairo Festival City Mall
Advertiser: Al Futtaim Group
Region: North Africa
Tags: Al Futtaim Group | Awareness Campaign | Branding Campaign | Cairo Festival City | Cairo Festival City Mall | CFCM
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