Lebanese actress Nour collaborates with Downy Egypt in their latest advertising campaign with a TV commercial and an outdoor advertising campaign to market the new product ‘Downy All in One’ Fabric Conditioner. The ad copy includes a photo of Nour holding a bottle of ‘Downy All in One’ and a catchy tagline in Arabic translated as Tickles clothes. The campaign tagline is meant to show how much Downy makes clothes soft and smooth. Also, another sentence was written in Arabic, which means that clothes are really soft compared to washing them with only cleaning detergent. Moreover, the ad copy came in Egypt’s mother tongue, Arabic, in order to communicate with almost every demographic on the street. However, the ad copy on the visuals used in this campaign is painted blue, Downy’s brand color. However, the OOH has been spotted in more than one cluttered location and on major roads in Cairo, which indicates a geo-distribution that targets a broad audience and therefore introduces the product to a newer demographic. It also came in different shapes and sizes to grab the attention of people walking or driving from any direction. Learn more insights about Downy’s campaign by checking out Monitoring Out-of-Home (MOOH), a specialist media intelligence agency and analytic system active in Cairo and Dubai.
