WE is one of the companies that are always there when it comes to advertising, let alone their presence on Cairo’s OOH grid as the previous OOH campaign of the telecom company was only last month. This time the telecom mogul revisits another service, especially after the rise of instant payment services and fintech startups just to keep up with the digital parade. WE collaborated with Rahma Ahmed, Alkabeer costar with Ahmed Mekky to be the brand ambassador. This is, in our opinion, a very brilliant choice, especially when she made it big only after one role that we mentioned earlier. The concept of visuals has been used lately with some of the competitors, which is the multi-role concept. The campaign has four versions with four characters the hip girl that sends the campaign message to Gen Z, the local lady that sends the message to class C, the older lady that sends the message to older and people who aren’t keen on using technology, and last but not least the geek who knows precisely what she’s doing. So basically, the brand stressed four important sales points: speed, inclusivity, simplicity, and accuracy, sugar-coated with the comic execution Rahma offers. Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
