The sweets brand, Monginis, appeared again on the outdoor advertising grid. It’s the first campaign after the famous mango campaign. This time Monginis celebrates Al Mawlid with a cheerful campaign to promote the Al Mawlid sweets through OOH. With a campaign full of happy kids expressing their happiness while parading the mawlid sweets, the campaign invaded Cairo’s hectic spots. The idea of the campaign using children is a very well-known technique in advertising. Children have long been seen as a successful vehicle for developing logical and emotive arguments for various target audiences. The campaign’s message, Sponsors of Happiness, Stars of Al Mawlid, and the solid, cheerful colors used in the campaign can drive a happiness sensation in the audience’s subconscious, which is the main objective of a celebratory campaign such as this one. The campaign was released in 3 different colors, purple, blue, and fuchsia, with three different happy kids to spread happiness all over Greater Cairo. Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo, to learn more about Mongini's campaign.
