Mountain Top, the latest campaign of Mountain View for the new phase of its project iCity. MV is one of the most distinctive real estate developers in Egypt, a company of DMG “Dar El-Meamar Group,” and known for their luxurious lifestyle offering; they are considered one of the pioneers in luxury real estate. MV continues to promote iCity’s phases with unique branding; this time, they have come up with Mountain Top. Wellness, harmony, and views are three elements concept the campaign presented in a consistent ad communication language, the visuals showcasing the mountain’s top view day and night in three executions, the daylight has two visuals, one of them tempting the wellness audience by showing a biker on his bicycle in the morning time, out of focus going down the top, in the background unique landscape down the mountain. At the same time, the foreground starred refreshing blooming flowers; this excursion carried “Where Wellness Has Peaked” as an ad message. The other daylight visual for the harmony and relaxation fanatics with this tree swinger and the grassy mountain’s top overlooks the bright horizon. At the same time, the sun goes down, the visual described by “Where Harmony Has Peaked.” For breathtaking views lovers, the night ad visual is a romantic atmosphere of the mountain’s top overlooking a city-light infinite landscape under a light cloudy and starry sky, tagged with “Where Views Have Peaked.” As we see the tactical targeting through ad verbal/visual messages, it needs a tactical geo-targeting to place your campaign across Greater Cairo. MV played it well, as the campaign covered the A-class destinations and connecting routes. Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about Mountain View’s campaign.
