AlKarma Developments hits Cairo's billboards with a new OOH branding and awareness campaign for their latest residential project brought on to the real estate scene; Novella. The astounding development is located in 6th of October City and features a broad collection of one-storey villas which are bound to be a definite attraction to potential residents. AlKarma Developments launched a recent OOH campaign promoting AlKarma Gates in Sheikh Zayed, but the real estate company is back on billboards with a colorful, creative, and innovative campaign. 

Novella is positioned as a one-storey dream since it was uniquely created to be the only compound consisting of only one-storey villas in Egypt and this is reflected in the ad copy "The Only One Storey Villa". The OOH campaign projects the idea that the compound is designed to be an exclusive haven for residents featuring unparalleled open spaces and the highest level of privacy. Each house is secluded but still connected within a cluster. The campaign also reflects that Novella's unique selling proposition revolves around the combination of expansive open views of lush greenery and open skies, along with a blend of modern luxury and nature.

Each visual uses a different phrase that symbolizes activities and emotions that are bound to be derived from residency at Novella; "Reborn", "Refresh", "Release", Restart", "Reconnect", "Relax", and "Retreat". What Novella intends to convey through the ad copy is that residents have the chance to unwind and relax in a one of a kind living environment where people can relive life's pleasures. The word "Reborn" indicates that Novella is a new project with a renewed prospect on life while "Retreat" reflects on a place where you get to take a deep breath and enjoy life with an exclusive concept. The campaign spreads the energy that Novella is a new chapter where one's feelings are renewed and reformed, especially because of the tropical, colorful, and abstract design of the campaign, using multiple colors including; navy blue, grey, orange, red, flamingo pink and beige. 

Navy blue evokes feelings of power and authority, while grey represents neutrality and balance. Orange calls to mind feelings of excitement, enthusiasm, and warmth, while red represents passion. Flamingo pink has a soothing and calming effect, and last but not least, beige is dependable, conservative, and flexible. 

To uncover more on Novella's campaign visit Monitoring Out-of-Home (MOOH), the dedicated media intelligence agency and analysis system active in Cairo and Dubai, to uncover more on campaign details such as; media plans, budgets, types, kinds, locations, and more. 

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