The campaign that we're reviewing is one-of-a-kind on so many levels if it's not because it's about the first integrated industrial city in the region. It's about how the campaign helped to introduce the project to the targeted segment. Elsewedy Industrial Development's SOKHNA360 is an industrial real estate development project designed to be the first fully integrated industrial city in the region located in Ain Sokhna, Egypt. On the one hand, it is the first time for us to see such an offering through a digital/traditional OOH campaign; the conglomerate captured the scene to promote its fully integrated industrial city, which is the first in the MENA region. On the other hand, it is a temptation for competitors and similar businesses to consider OOH within their marketing, and we may see similar offerings in the future. Using the OOH solution to promote SOKHNA360 project was an ideal strategy, as it allowed for greater reach and engagement with potential customers. With the use of Out-of-Home(OOH/DOOH) advertising, the project was able to target a wide audience and increase brand awareness. When it comes to the campaign’s visuals, the mastery of the marketing derived from simplicity, as the conglomerate decided to follow the lucidity school, using crimson red, white, and a hint of black to grab audiences’ attention, let alone the powerful message that came in a comprehensive yet concise to ease the message delivery on the trafficked roads, which was the right format that shows the message during the passing-by timing. Moreover, the campaign’s copy promises a futuristic look with the statement “The future re-imagined,” which leaves a colorful vision and a history full of promise waiting to be written. ADElsewedy Electric is a multinational corporation that operates in the energy and infrastructure sectors, with a strong presence in over 15 countries across the Middle East, Africa, and Europe. The company was founded in 1938 by Ahmed Elsewedy, who started as a small trader of electrical products in Egypt. As the company grew and diversified, it expanded into new areas, including the production of electrical cables and accessories, transformers, and energy meters. Elsewedy Electric's products and services are used in various industries, including power generation, transmission, distribution, oil and gas, construction, and telecommunication. Elsewedy Electric has diversified into other areas, such as real estate development, through its subsidiary Elsewedy Properties. The company's continued expansion into new sectors is expected to drive further growth and diversification in the years ahead. One of the outstanding projects is SOKHNA360, a large-scale residential development located in Ain Sokhna; the project spans over 360 acres and is designed to be a self-contained community, offering a range of residential units, commercial spaces, and recreational facilities. You can take a look at the project’s brochure here. You can also check all the industrial development projects Elsewedy established through this link. It is worth noting that the advertising campaign is being displayed on Digital Out-of-Home (DOOH) platforms. However, the most noteworthy aspect of the campaign is the eye-catching display of the first-ever synchronized screening of the Zayed Digital Boards, a medium offered by OUTSITE OOH Media Agency. The synchronized screening of the Zayed Digital Boards was a particularly effective tactic, as it provided a highly visible and attention-grabbing display near one of the most heavily trafficked areas in Greater Cairo. The strategic placement of the board ensured that the advertisement was seen by a large number of people. Learn insights about SOKHNA360 campaign by checking out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analytic system active in Cairo and Dubai.
